Main Article Content
The objectives of this research were 1) to study Thai tourist’s behavior by demographic data. 2) to investigate the marketing mix factors which the tourists focus on the study site. 3) to propose the guidelines of promoting the recreational attraction in Samutprakan province. The research methodology was a quantitative research of 400 Thai tourists questionnaires. The research instrument was Descriptive statistics including Frequencies, Percentages, Means, and Standard Deviations. The hypothesis testing would be done on the Inferential Statistics: Chi-square, T-Test, One-way ANOVA or F-Test and Scheffé's method to determine statistical significance level at 0.05. The result found that 1) Majority of Thai tourists who traveled to the research sites were females with age 20-39 years old. The education level was Bachelor degree and worked as company officer with the salary THB 10,000 -19,999 .The marital status was marriage. 2) The travel behavior indicated the trip purpose as for leisure with trip duration 2-3 hours and the trip spending less than THB 500. 3) The most significant Marketing Mix factors were: physical evidence, person, place, product, process, price, and promotion. The guideline on promoting the Recreational Attraction in Samutprakan province were mainly based on the physical evidences and people. There was the request for the better area management and more staff training on job knowledge and good customer service.
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