Sustainable Tourism Development to Maintain the Destination City of Hua Hin Prachuap Khirikhan Province

Abstract

           The objectives of this study were to study and compare the marketing mix factors affecting the sustainable tourism development of Hua Hin, Prachuap Khiri Khan as the outstanding tourist destination. The sample consisted of 400 tourists who visited Hua Hin. This study was a descriptive research in which the statistics used in data analysis included percentage, mean, standard deviation and one-way ANOVA at the significance level of 0.05.

           The results showed that most respondents were female, aged between 21-29 years and graduated with bachelor’s degree. Most of them were private employees with a salary of about 15,000 baht per month. For the marketing mix factors affecting the sustainable tourism development, it was found that service process was the most influential factor, followed by tourism product and distribution channel (place). The comparison of demographic characteristics revealed that the different demographic characteristics had different effects on the satisfaction on market mix factors of tourists who visited Hua Hin, Prachuap Khiri Khan in all aspects, except for gender which had indifferent effect on the satisfaction on tourism product, distribution channel (place), personnel (people) and service process. In addition, nationality showed indifferent effect on the satisfaction on price.