A Study of Behavior and Factors Affecting the Tourism of Russian Tourists

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ยิ่งศักดิ์ จงเลิศเจษฎาวงศ์
อำไพ บูรณกิตติภิญโญ

Abstract

            The purposes of this research were 1) To study personal factors and Russian tourist behavior on abroad 2) To study personal factors and Russian tourist behavior in Thailand 3) To study the relationship between service marketing mix (7Ps) factors and Russian behavior in Thailand. The samples were 400 Russian tourists who travelled to Thailand on November to December 2016. Research methodology was qualitative study. The 400 respondents to the Russian questionnaire were selected by accidental sampling. the statistical tools used in this study are Percentage, Mean, Standard Deviation, Chi-square, t-test, ANOVA, Scheffe analysis and Multi regression analysis. SPSS is used for data analysis at a statistical level of .05.


            The study found that the majority of Russian tourists were women, aged between 20-40 years old, earned the bachelor degree, worked as employee with the average income of 20,001-30,000 Rubles (approximately 12,000-18,000 Baht) per month.


            The study results represent 1)Personal factors and Russian tourist behavior on abroad. There was age factor affected to tourism behavior on abroad consist of frequency of travel, selection of tourist attraction, type of accommodation and type of traveling.2)The results between personal factors and Russian tourist behavior in Thailand found age factor affected to tourism behavior in Thailand consist of frequency of travel, selection of tourist attraction, length of travel, budget of travel, type of accommodation and selection of souvenir. 3) The relationship between services marketing mix (7Ps) factors and Russian tourist behavior in Thailand that there was only product factor affected to tourism in Thailand.

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บทความวิจัย (research article)