Tourism Product-Related Purchasing Behaviors and Online Media Marketing Mix of Generation X and Y Tourists

Abstract

This research was a quantitative research in nature. Its objectives were to:     1) examine the relationship of Generation X tourists and their purchasing behaviors through online media; 2) study the differences of Generation X and Generation Y tourists which influenced the online media marketing mix 9P’s factors. The target population of this study were Thai and foreign tourists aged between 39-58 years and 17-38 years, consisting of 384 people. The research instrument was a questionnaire. Statistics applied for data analysis were descriptive analysis and inferential analysis using Chi-square and t-test.

          Research results show that most Generation X and Generation Y tourists used purchased airline tickets and booked hotels/accommodation via online media. Most of them purchased tourism products through the website of the travel product suppliers directly.  They normally took more than 10 days before making a decision to purchase/book. Their main traveling purpose was for leisure, and they made         a decision by themselves.  Credibility of the websites had an influence on their buying decision. The Generation X and Generation Y tourists had a relationship in terms of: their online purchasing behaviors of tourism products including airline tickets and food & beverages at the restaurants; timing of purchase; reasons            for purchase; participants in purchasing decisions; and assessment of alternatives. Moreover, for the online media marketing mix, both groups of the tourists had no difference in their opinion in terms of product, price, place, promotion, process, partner, package, and perception, but their opinion was different in terms of sales people.