Main Article Content
The objectives of this research were: 1) to study the characteristics of the service users of the football fields for rent; 2) to study the behavior of the service users of the football fields for rent; 3) to study the importance of the service marketing mix of the service users. Football fields for rent 4) to compare service usage behavior classified by service users characteristics of football fields for rent 5) to compare service marketing mix classified by service users characteristics of football fields for rent and 6) to study the Relationship between service user behavior and service marketing mix of football stadium rental in Hua Hin Prachuap Khiri Khan Province.
The research result from objectives shows that the majority samples were age range between 26-35 years with bachelor degree, Company employee career and the average monthly income was 20,001-30,00 Baths. The importance level of Marketing Mix Service (7P’s) mostly in high level were ranked from the highest to lowest as follows: place, physical event, product, price, personnel, promotion, and process service. The relationship between the Marketing Mix and consumers behavior of football field for rent in Hua-Hin District, Prachuap Khiri Khan Province was correlated in low level of Significant at .05.