Marketing Mix Factors Motivating Thai Tourists to Travel to Consume Street Food at The Ichiba Station Market, Khan Na Yao District, Bangkok
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Abstract
This research aimed to 1) study the level of opinion of marketing mix that motivate Thai tourists to travel to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok and 2) compare between the level of opinions of marketing mix that motivate Thai tourists to travel to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok, divided by demographic characteristics. This research is based on quantitative research which collecting data through questionaires. The sample of this research consisted of 112 Thai tourists who traveling to consume street food at the Ichiba Station market, Khan Na Yao District, Bangkok under convenience sampling. Data were analyzed the descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, including One-Way ANOVA : F-test.
The results revealed that opinions on the marketing mix factors that motivate them to consume street food at the market, it was found that Thai tourists had the high level of opinions in price and place, moderate level of opinion in product and promotion. The demographic factors resulted in a difference in opinion level on the marketing mix factors in terms of place and promotion topics that motivate Thai tourists to consume street food at the market was average monthly income at the statistical significance level of 0.05.
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