EMPIRICAL EVIDENCE ON RELATIONSHIP BETWEEN DEMOGRAPHIC CHARACTERISTICS AND CUSTOMER-BASED BRAND EQUITY OF HUA HIN, THAILAND

บทคัดย่อ

The customer-based brand equity model is an assessment for reflecting the marketing performance of the destination management organization, the perceptions, the learning attitudes, and the data memory of tourists. Also, it is not just the brand image evaluation, but it also considers various factors. The purposes of this research were to study the demographic characteristics of Thai tourists and to examine the relationships between the demographic characteristics and customer-based brand equity of Thai tourists in Hua Hin, Thailand. A questionnaire was used as the research tool to collect data from the research sample consisting of 400 Thai tourists in Hua Hin, Thailand, who were obtained by the convenience sampling method. Statistics applied for data analysis were the descriptive statistics and inferential statistics of multiple regression analysis. The overall distribution of the respondents was 244 females (61.00 %) and 156 males (39.00 %). The majority of the respondents were between 21-30 years old (45.25%, n = 181), with marital status as single (63.00 %, n = 252), with having completed bachelor’s degree (59.25%, n = 237), with the Central Region of Thailand as residential region (28.25 %, n = 113), with the occupation as employees (41.50 %, n = 166), and with average income per month between 10,001-20,000 baht (31.50 %, n = 126). The findings suggest that educational level, residential region, and monthly income affect the perceived on customer-based brand equity. Therefore, the analysis results confirm that the demographic characteristics of the tourists can be the marketing data for creating the marketing strategy and brand strategy to enhance the image and reputation for the accurate segmentation, target, and position.