Marketing Mix Factors Influencing Consumer Decision-Making Process on Gastronomy Tourism: Case Study of The Rawai Seafood Market of Phuket
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Abstract
The purpose of this research was to study the marketing mix factors that affect foreign tourists’ decision-making process of buying seafood at the Rawai seafood market in Phuket. The sample was comprised of 420 European tourists over the age of 18 having at least once experience buying seafood at the Rawai market. The tool for collecting data was questionnaires. Descriptive statistics including percentage, mean, standard deviation, and inferential statistics using multiple regression analysis employed in the study were to analyze the obtained data. The results of the research showed that most of the respondents were male, aged between 31 and 40 years old, single, having a monthly income of $2,501 to $3,500, with a bachelor’s degree, and domiciled in Germany. The key informants agreed that the marketing mix factors, at the overall level, had a huge impact on customers decision. Separately, the impact’s value was derived from the following factors: the products’ price, production process, production personnel, promotion, marketing channel, and image, with consequence. In addition, factors affecting the customers’ decision-making process were as the sequence: their post-purchase behavior, information search, problem awareness, and evaluation of the alternative products, which holds the same value of influence as that of making decisions. The hypothesis testing revealed that the variables that can predict the the decision-making process for buying seafood as part of gastronomy tourism (DES) include marketing mix factor includes process (PRC), price (PRI), people (PEP), product (PRD), and promotion (PMT). The predictive power of these variables was at 43.1 percent (Adjusted R2 = 0.431) and the predictive equation can be written as follows:
DES = 1.395 + 0.208 PRC + 0.201 PRI + 0.131 PEP + 0.076 PRD + 0.045 PMT
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