A Factor Analysis of Integrated Marketing Communication Influencing Decision Making to Visit Pathum Thani Province
Keywords:
Tourism, Integrated Marketing Communication, Factor Analysis, Pathum ThaniAbstract
For tourism, integrated marketing communication effectively builds an image. It promotes tourism by combining various communication channels to ensure consistency in terms of content, image, and the experiences that tourists will receive. The objective of this research is to examine the factors of integrated marketing communication that influence the decision to travel to Pathum Thani Province. This research employs survey research methodology. The population studied consists of tourists visiting Pathum Thani province. A purposive sampling method was used, and the sample size was calculated using a formula at a 95% confidence level, resulting in 400 samples. The tool used for data collection in this research study is a questionnaire on the importance of integrated marketing communication on travel decisions in Pathum Thani province, and data analysis was conducted using factor analysis and multiple regression analysis. The results of the factor analysis can be extracted into 4 components, namely creating sales stimulation activities, image creation with special activities, storytelling through reviews, and promotion through advertising. Multiple regression analysis found that image creation with special activities and promotion through advertising Influencing travel decision-making in Pathum Thani Province.
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