Marketing Mix Perception of Value and Social Media that Affect Chinese Tourists' Decision to Purchase Souvenirs in Mueang District, Chiang Mai Province
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Abstract
This study aimed to study the importance of marketing mix, perceived value, social media, and souvenir purchasing decisions of Chinese tourists in Mueang District, Chiang Mai Province, and to study the factors of marketing mix, perceived value, and social media that affect the decision to purchase souvenirs of Chinese tourists in Mueang District, Chiang Mai Province. The sample group used in the study was 385 Chinese tourists who had traveled in Mueang District, Chiang Mai Province. The research was a survey research. The instrument used in the study was a questionnaire. The statistics used for data analysis included descriptive statistics, such as frequency, percentage, mean, and standard deviation, and inferential statistics, such as multiple regression.
The results of the study found that marketing mix, perceived value, social media, and souvenir purchasing decisions of Chinese tourists in Mueang District, Chiang Mai Province were at a high level of importance, with mean values of 4.18, 4.18, 4.16, and 4.34, respectively. The multiple regression analysis found that marketing mix, perceived value, and social media factors significantly affected the decision to purchase souvenirs of Chinese tourists in Mueang District, Chiang Mai Province at a statistical level of 0.05. They could predict the decision to purchase souvenirs of Chinese tourists in Mueang District. Chiang Mai Province received 86.40 percent.
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