ปัจจัยที่ส่งผลต่อการตัดสินใจท่องเที่ยวของชาวมุสลิมในเขตกรุงเทพมหานคร

Abstract

The purposes of this research were 1) to study the opinion level of Muslims in Bangkok area on the marketing mix factors influencing travel decision-making; and 2) to compare the opinion level of Muslims in Bangkok area on the marketing mix factors influencing travel decision-making, classified by personal factors and travel behavior. A survey was conducted by means of questionnaires given to 250 Muslims in Bangkok area.  Descriptive statistics, Independent t-test and One-Way ANOVA were used to analyze the data collected.

The results indicated that 1) Overall, the opinion level of Muslims in Bangkok area on the marketing mix factors influencing travel decision-making was high (Mean= 3.84, S.D. = 0.97). When considering the opinion level accessed by the marketing mix elements, it was found that the opinion level was high in all elements.  The highest was Product (Mean= 3.94, S.D.= 0.84), followed by Promotion (Mean= 3.89, S.D.= 1.00), Place (Mean= 3.78, S.D.= 0.99) and Price (Mean=3.76, S.D.= 0.71) ; 2) No significant difference was found in the opinion level of Muslims with different gender, occupation and income. Nevertheless, the result revealed that Muslims with different age group and education level had different opinion level on promotion and Muslims with different marital status had different opinion level on product and place at a statistical significance level of 0.05. 3) No significant difference was found in the opinion level of Muslims who had different day of travel, travel pattern, and duration of stay. Nevertheless, the result revealed that Muslims who had different choices of tourist attraction and travel motivation had different opinion level on price and Muslims who had different travel companions had different opinion level on product and place at a statistical significance level of 0.05.