The Marketing Potential of the Kad Kong Kao Walking Street, Phrae Province

Abstract

             The objectives of this study were 1) to study demographic characteristics of tourists visiting Kad Kong Kao Walking Street in Phrae province, 2) to find out tourists’ behavior, and 3) to study the marketing potential of the Kad Kong Kao Walking Street in Phrae province. The research instrument used for collecting data was a questionnaire. Data were collected from 385 Thai tourists and were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The instrument was examined for its content validity with the Index of Item-Objective Congruence (IOC) at 0.91, and Cronbach’s alpha reliability coefficient of 0.95.

            The study found that most of tourists visiting Kad Kong Kao Walking Street were single female, aged between 21-37 years of age. They were   bachelor’s degree students, with monthly income less than 15,000 baht a month. Regarding tourist behavior, most had visited the walking street 1–2 times. Their primary purpose for traveling was shopping. They were accompanied by friends and traveled by private car. Their travel expenses ranged from 100 to 1,324 baht. The most influential source of information affecting their travel decisions was online media. The study revealed that the marketing potential of the Kad Kong Kao Walking Street in Phrae Province was rated at the highest level in all aspects of decision-making.