Integrated Marketing Communications Influencing Decision Making to Visit Pathum Thani Province

Abstract

The objectives of this research are to: (1) the personal factors of the tourists visiting Pathum Thani Province, (2) the integrated marketing communications influencing decision making to visit Pathum Thani Province, and (3) recommendations and suggestions of integrated marketing communications on tourism in Pathum Thani Province.

The research was a survey research. The population used in the research is tourists who visited Pathum Thani Province 2,119,148 peoples. The sample size was 400 peoples calculated by Taro Yamane formula. The sampling method was Simple random sampling. The research tool was a questionnaire with 0.96 reliability. The statistic employed were percentage, mean, standard deviation and multiple regression analysis.

The research findings were as follows: (1) the personal characteristics of the most tourists were male, and aged lower than 25, Marital, having a bachelor’s degree, being students, and having an income than 10,001- 20,000 baht a month. The aims of visiting were: for travelling or relaxation, travelling with a family, came in a group of more than five persons, and stayed overnight for one to two days. (2) the integrated marketing communications influencing decision to travel in Pathum Thani Province included: firstly, advertisement on trains and buses; secondly, public relationship through public media (radios, newspapers and television); thirdly, sale by staffs of government and tourism authority; fourthly, sale promotion by discount, special gift vouchers and special offers; and lastly, direct marketing through the internet with statistically significance at .01 level; and (3) the recommendations and suggestions of integrated marketing communications on tourism in Pathum Thani Province were: firstly the limited number of large billboards outside the city; secondly, there should be more signs directing tourist attractions in the city and along the bypass; and lastly, more signs with foreign languages, and more public relations should be made in other provinces.