Mixed Marketing Factors Motivating Tourists to Travel to Tha Na Market, Nakhon Chai Si District, Nakhon Pathom Province

Abstract

              This research is a survey study investigating the differences between demographic factors affected by a marketing mix that motivated tourists to travel to Tha Na market, Nakhonchaisri District, Nakhon Pathom province. The sample was 400 Thai tourists. The research tool was a closed-ended questionnaire with choices. The result was found that most of the tourists were female, of Generation Y age (born 1981–1994/6), domiciled in and around Bangkok, unmarried, graduated with bachelor's degrees, employed in private companies, and earning an average monthly income of 15,001–30,000 baht. From the analysis of opinions on the marketing mix factors that motivated them to travel, it was found that tourists had the highest levels of opinions regarding products, prices, places, processes, people, and physical evidence, and levels of opinion in the promotion. The demographic and social factors resulted in a difference in opinion levels among the marketing mix factors that motivated tourists to travel, i.e. gender, age, domicile, marital status, occupation, education level, and average monthly income at the statistical significance level of .05.