ปัจจัยที่มีผลต่อพฤติกรรมการตัดสินใจของนักท่องเที่ยวชาวไทยในการเลือกสถานที่ท่องเที่ยวแบบมนุษย์สร้างขึ้น: กรณีศึกษา อำเภอชะอำ จังหวัดเพชรบุรี และอำเภอหัวหิน จังหวัดประจวบคีรีขันธ์

Abstract

The main purposes of this research are (1) To analyze Factors Affecting Thai Tourists on Man-made Tourist Attractions; A case study of Cha-am District’ Petchaburi Province and Hua-Hin District, Prachuab Khiri Khan Province and (2) To analyze Decision Marketing Behavior towards Thai Tourists on Man-made Tourist Attractions; A case study of Cha-am District’ Petchaburi Province and Hua-Hin District, Prachuab Khiri Khan Province.

This research is conducted by using 2 research methods which are mixed research methodology. The first method is “Survey Research” by using 400 questionnaires with 400 random samples of Thai tourists who travel in the Man-made Tourist Attractions at Cha-am district, Phetchaburi Province and Hua Hin district Prachuap Khiri Khan Province. Another method is “Qualitative Research” by using interview questionnaires with 3 managers of these tourist attractions. These managers are selected by the researcher, to be the representatives of the interview, by dividing from 3 types of travelling, which are (1) Santorini Park which is in a category of amusement parks, Water Parks, and places providing goods and services to tourists, (2) Hua Hin Sam Phan Nam Floating Market which is in a group of floating market or retro market and (3) Hua Hin Memory which is in a type of night market. In addition, in order to test the research’s hypothesis, Descriptive Statistics and Chi-Square will be used in this research.

The result of survey questionnaires reveals that demographic data of tourists, in aspect of age, income, status, education, diverse occupations, causes effects on tourists’ behavior in choosing different travelling places. Furthermore, it is mainly showed that marketing mix factors (7 P’s) and external factors, in whole and in part, have effects on determining behavior of tourists in choosing travelling places, which results correspondingly. Moreover, the result of interview questionnaires, from the 3 mentioned travelling places, reveals that different demographic data of tourists causes effects on tourists’ decision in choosing different travelling places, by using marketing mix factors (7P’s) to administrate the travelling places. But, Santorini Park and Hua Hin Sam Phan Nam Floating Market opine that external factors have no effect on decisions to travel. Nevertheless, Hua Hin Memory, which is the travelling place giving historic knowledge, thinks that external factors have effects on tourists’ travelling and a decrease of money spending.