Factors affecting tourists' purchasing decisions at Dvaravati Sri Nakhon Pathom Walking Street Nakhon Pathom Province.

Abstract

This research aims to 1) to study the level of marketing mix factors. And the decision to buy products of tourists Dvaravati Sri Nakhon Pathom Walking Street Nakhon Pathom Province 2) to study the factors of marketing mix that affect tourists' purchasing decisions. Dvaravati Sri Nakhon Pathom Walking Street Nakhon Pathom Province. The research findings were as follows: 1) The level of opinion of the overall marketing mix factor and each aspect was at a high level. And the level of purchasing decisions in overall and each item is also at a high level. 2) Marketing mix factors affecting tourists' purchasing decisions at Dvaravati Sri Nakhon Pathom Walking Street Nakhon Pathom province is product (X₁), distribution (X₃), price (X₂) and marketing promotion (X₄). Collaborative efficiency can be predicted 57.70% by writing the equation for predicting purchasing decisions as follows:   _tot= .483 + 316 (X₁) + .217 (X₃) + .210 (X₂) + .138 (X₄)