Factors Influencing the Decision-Making of Travelling Among Tourists to the Community-Based Tourism in the New Normal of Thum Phueng Village, Phanom District, Surat Thani

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Paloch Pengkaew
Pimprae Srisawat
Jeerati Poon-Ead


his research aimed to study the demand for service marketing mix and external factors of the government sector of community-based tourism in the new normal tourism, and examine the influence factor on the decision-making among target tourists for traveling to community-based tourism in the new normal. The research samples were 385 Thai tourists. The research instrument utilized for data collection was a questionnaire   with a reliability level  of  0.7. The data used for analysis were frequency, percentage, mean, and standard deviation. The multiple regression analysis was used as the statistical test. The results revealed that the level of demand for the service marketing mix was at the highest level ( gif.latex?\bar{x}= 4.32, S.D. = 0.579). The level of demand for external factors of the government was at the highest level ( gif.latex?\bar{x}= 4.27, S.D. = 0.735). The results also revealed that the factor of service marketing mix including the product aspect, price aspect, marketing promotion aspect, physical aspect, and service process had a statistically significant effect on decision making (p<0.01). The external factors of informational access, budgets support,  public holidays and infection control had a statistically significant influence on decision making for traveling (p<0.01).        

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