Level of Knowledge and Perception of Tourism Marketing Mix Affecting the Potential of Mak Island, Phatthalung Province as a Creative Tourism Destination
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Abstract
This study aimed to examine: 1) the level of tourist knowledge about Mak Island, Phatthalung Province; 2) the level of tourist perception of the tourism marketing mix of Mak Island, Phatthalung Province; and 3) the factors affecting the potential of Mak Island, Phatthalung Province as a creative tourism destination. The sample consisted of 385 individuals aged 15 years and above who had previously visited Mak Island, Phatthalung Province, selected through convenience sampling. The research instrument was a questionnaire with a good level of reliability. Data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that: 1) the overall level of tourist knowledge about Mak Island, Phatthalung Province was at a high level; 2) the overall level of tourist perception of the tourism marketing mix of Mak Island, Phatthalung Province was at a high level; and 3) the factors affecting the potential of Mak Island, Phatthalung Province as a creative tourism destination, ranked in descending order of influence, were tourism products and services, tourism physical evidence, knowledge about Mak Island, and tourist attractions. All four factors positively influenced the potential of Mak Island, Phatthalung Province as a creative tourism destination and collectively accounted for 52.8% of the variance in its creative tourism destination potential, which represents a key contribution of this study.
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