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THE MARKETING MIX (4C'S) AFFECTING THAI TOURISTS' INTENTION TO VISIT BANG SAEN DISTRICT, CHONBURI PROVINCE |
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| รหัสดีโอไอ | |
| Creator | Akawit Pongtarinpat |
| Title | THE MARKETING MIX (4C'S) AFFECTING THAI TOURISTS' INTENTION TO VISIT BANG SAEN DISTRICT, CHONBURI PROVINCE |
| Contributor | Sirirat Kosakarika |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2564 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 13 |
| Journal No. | 1 |
| Page no. | 187-198 |
| Keyword | Marketing mix (4C's), Thai tourists, Intention to visit, Chonburi Province |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The purposes of this research study were to study the relationship between demographic characteristics of Thai tourists and intention to visit Bang Sean District, Chonburi Province, and to study marketing mix (4C's) that influences the intention to visit Bang Saen District, Chonburi Province. The questionnaire was used for data collection. The statistics used for data analysis involved the percentage, mean, standard deviation, t-test, One-Way ANOVA, and multiple linear regression analysis. The results revealed that Thai tourists with different ages, different intentions to visit Bangsaen District, Chonburi Province. Moreover, the marketing mix (4C's), including Thai tourist's cost and Convenience to buy affected intention to visit Bang Sean District, Chonburi Province at .05 significant level. |
