The Analysis of Tourists Behavior and Marketing Mix on Raman Cultural Tourism among the Provinces of the Chao Phraya Basin
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Abstract
Abstract
This research aims 1) to study Thai tourists’ behavior on Raman cultural tourism, among the Provinces of the Chao Phraya Basin, 2) Thai tourists’ opinions on the significant effects of marketing mix on Raman cultural tourism, 3) to analysis the relationship between demographic characteristics of Thai tourists and their behaviors on Raman cultural tourism, and 4) to compare Thai tourists’ opinions on the significant effects of the marketing mix on Raman cultural tourism according to their demographic characteristics. Participants of this research were 400 Thai tourists who traveled in Raman cultural tourist attractions, among the Provinces of the Chao Phraya Basin. The data statistics were achieved using frequency distribution, percentage, mean and standard deviation. Therefore, Chi-square, t-test, and one-way ANOVA were applied for testing the hypotheses. The results show that 1) Thai tourists who traveled in Raman cultural tourist attractions, among the Provinces of the Chao Phraya Basin aimed to travel for relaxation. The majority often traveled with friends on Saturday and Sunday. Each group consisted of 3-5 people. Their average travel costs were less than 1,000 baths, and their travel frequencies were more than one time in three months. 2) Thai tourists’ opinions on the significant effects of the marketing mix on Raman cultural tourism, among the Provinces of the Chao Phraya Basin were high. 3) Gender did not affect the relationship between Thai tourists’ demographic characteristics and their behaviors on Raman cultural tourism, among the Provinces of the Chao Phraya Basin. 4) The different demographic characteristics of Thai tourists did not affect their opinions on the significant effects of the marketing mix on Raman cultural tourism, among the Provinces of the Chao Phraya Basin. However, there was statically significant difference in term of tourist attractions in different provinces with a statistically significant at 0.05.
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