Factors Affecting Decision Making of Thai Tourists to Khao Yai National Park, Nakhon Ratchasima and Doi Inthanon National Park, Chiangmai Province
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Abstract
This research objectives were to (1) to study social factor consisting of Reference Group and Family Group that effect on Thai’s decision making on the tourist destination to Khoa Yai national park, Nakhon Ratchasima and Doi Inthanon national, Chiang Mai, (2) study economic factor that effect on Thai’s dicision making on the tourist destination to Khoa Yai national park, Nakhon Ratchasima and Doi Inthanon national, Chiang Mai, and (3) study service marketing mix 7P’s of Prodect Price Place Promotion People Physical Evidence and Process factor consisting that effect on Thai’s decision making on the tourist destination to Khoa Yai national park, Nakhon Ratchasima and Doi Inthanon national, Chiang Mai. The researcher used a questionnaire to collect the data from the target group who were tourists visiting Khoa Yai National park, Nakhon Ratchasima in total of 200 representatives and Doi Inthanon National park, Chiang Mai in total of 200 representatives. Statistics used for data analysis are Percentage, Frequency, Pearson’s Correlation, and Multiple Regression Analysis.
The results showed that (1) The social factors affect the Thai tourist decision in choosing tourist attractions specifically towards Khao Yai National Park and Doi Inthanon National Park, Mostly because of the influence of their peers, videos and photos from friends who already visited the scaneries, followed by a television program about the tourist destinations. The statistics that showed the factors influencing the decision in choosing the tourist attractions of Thai tourists traveling to Khao Yai National Park and Doi Inthanon National Park has a significance level of 0.05 and 7P’s service marketing mix factors influencing the decision in choosing tourist attractions, Khao Yai National Park due to tourism promotion. The most important decision is national park advertising through print media, television programs, and products such as natural abundance with statistical significance at the level of 0.05. In light of the physical and process staff, there is no influence on the decision in choosing the tourist attractions of Thai tourists. And 7P’s service marketing mix factours influence the decision to choose the tourist attractions of Thai tourists traveling to Doi Inthanon National Park due to the product. The most important is the abundance of nature, followed by the price because of the appropriate traffic fees. Food and beverage prices are standard prices with statistical significance at the level of 0.05. Hence, the tourism promotion and physical and process staff does not influence the decision to choose a tourist destination.
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