Marketing mix factors affecting domestic travel decisions among LGBT Thai tourists

Abstract

The objectives of this research were 1) To study personal affecting the decision to travel
within the country of LGBT Thai tourists. 2) To study the marketing mix factors affecting the
decision to travel within the country of LGBT Thai tourists. The research was quantitative research.
The research was quantitative research. The research instrument was a questionnaire which
consisted of 2 parts of a questionnaire, a sample population of 325 people. The results of the
study found that most of the respondents were between 20-30 years of age with bachelor's
degree. Occupational employees of private companies Average monthly income 15,001 - 20,000
baht per month It has the purpose of traveling in the form of historical tourism and special
interests. travel by air transport Choose a hotel that is a foreign hotel chain. travel with Lovers,
travel time 2-3 days, average daily expenses 1,001 – 2,000 baht, and marketing mix factors
affecting the decision to travel within the country of LGBT Thai tourists. (LGBT) the most was the
tourism goods and services factor with an average of 4.12, while the process factor affecting travel
decision-making the least. As for the hypothesis testing results, it was found that the personal
were different, including age factor and education The effect on the marketing mix factors used
in domestic travel decisions among LGBT Thai tourists with the statistical significance level of 0.05.
Keywords: Marketing mix factors, Thai gender diverse group