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The Marketing Mix Factors in Thai Tourists' Decision-Making Processin Using Foreign Exchange Centers |
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| รหัสดีโอไอ | |
| Creator | Worasiri Pholcharoen |
| Title | The Marketing Mix Factors in Thai Tourists' Decision-Making Processin Using Foreign Exchange Centers |
| Contributor | Pisit Chumnanna |
| Publisher | RICE Journal of Creative Entrepreneurship and Management |
| Publication Year | 2565 |
| Journal Title | RICE Journal of Creative Entrepreneurship and Management |
| Journal Vol. | Vol.3 |
| Journal No. | No.3 |
| Page no. | 23-32 |
| Keyword | Marketing mix, brand value, decision making, foreign exchange service center |
| URL Website | RICE Journal of Creative Entrepreneurship and Management (rmutr.ac.th) |
| Website title | RICE Journal of Creative Entrepreneurship and Management |
| ISSN | ISSN 2821-9074 (Online)ISSN 2730-2601 (Print) |
| Abstract | The objective of this study was to study the marketing mix factors (7Ps) that influenced Thai tourists' decision-making process in using foreign currency exchange centers for tourism. Their decision-making process deals with the concept of service marketing mix and brand value creation. The researchers used online questionnaires to collect data from 400 customers using foreign currency exchange services at least once every three months; the participants were selected by a specific sampling method. The data were analyzed by percentage, mean, standard deviation and statistical analysis. The multiple regression results revealed that (1) marketing mix factors, employees, products, process, marketing promotion, price and physical characteristics influenced the respondents' decision-making process in using foreign currency exchange centers for tourism; and (2) brand value includes brand awareness, brand linkage, awareness of brand quality, and brand loyalty. The marketing mix factors (7Ps) and four aspects of brand value appeared to influence the respondents' decision-making process in using foreign currency service centers for tourism. |
