| dc.description.abstract | The objectives of this research were: (1) to study factors affecting Thai tourists’
purchasing decision on outbound package tour in Bangkok area, and (2) to study
outbound tour behavior of Thai tourists in Bangkok area. Conceptual framework was based
on the concepts of demography, tourism, service marketing mix, consumer behavior and
push-pull factors.
Simple random sampling technique was applied to select 400 customers who had
ever purchased outbound package tour from travel agencies in Bangkok area to answer
self-reported questionnaire. Data were analyzed statistically by using frequency distribution,
percentage, mean, standard deviation, and Chi-Square test.
Research findings revealed that: 1) the majority of respondents were female, aged
between 23 to 39 years with single status. They graduated with a Bachelor’s degree and
earned average incomes of 15,000 to 30,000 Baht per month, 2) respondents had paid
much attention to service marketing mix in all aspects. Price factor was the most average
parameter, followed by people factor, and 3) personal factors affected tourist behavior
to buy package tour; and the service marketing mix affected tourist behavior to buy
package tour in a statistically significant level. These results implied that travel agencies
should have improve marketing strategies continuously and should have emphasized
price factor and people factor to differentiate and meet the needs of tourists. | en_US |
