The Influence of Marketing Mix to the Effectiveness Cultural Tourism in Lam Phaya Floating Market

Abstract

The tourist industry in Thailand has grown tremendously. Lam Phaya Floating Market was the
types of cultural tourism. The results of this study are useful in terms of the development of tourism
elements and their management of the marketing mix. The objective of this quantitative research was
to study to the Influence of marketing mix to the effectiveness of Cultural Tourism in Lam Phaya Floating
Market. The sample size of this survey were 385 tourists was compiled through questionnaires. The
descriptive statistics for data analysis, whereas the inferential statistics used to test hypothesis of this
research was structural equation model analysis. The results revealed that the marketing mix has
influenced the effectiveness of the Cultural Tourism in Lam Phaya Floating Market at 0.94. The Product
indicators was the most weight of elements at 0.91 ( λx1 = 0.91) and the promotion Indicator was the
least weight of elements at 0.57 (λx4 = 0.57). The effectiveness Cultural Tourism in Lam Phaya Floating
Market of satisfaction indicators was the most weight of elements at 0.85 (λy3= 0. 85) and satisfaction
Indicator was the least weight of elements at 0.82 (λy2= 0.82) at statistical significance level of .01