The influence of marketing mixes on tourist behavior in supporting rail tourism at Khao Luang, Nakhon Si Thammarat
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Abstract
This study aimed to examine the influence of marketing mix factors on tourist behavior in supporting rail tourism at Khao Luang, Nakhon Si Thammarat Province. A quantitative research method was employed. The sample consisted of 387 Thai tourists who traveled to Khao Luang by train, selected through accidental sampling. The research instrument was a structured questionnaire. Descriptive and inferential statistics were used for data analysis.
The findings revealed that all marketing mix dimensions had high average satisfaction scores, particularly the personnel (Mean = 4.60) and physical environment (Mean = 4.44), which significantly influenced tourists' travel decisions at the 0.05 significance level. Multiple regression analysis indicated that the physical environment (β = 0.435) had the most significant impact on decision-making, followed by price (β = 0.421) and tourism products (β = 0.315). The results also showed that the level of education significantly affected the decision to travel by rail. At the same time, other factors such as gender, age, occupation, and income had no significant effect.
This study highlights that marketing strategies focusing on key components can enhance the rail travel experience and contribute to the sustainable development of regional tourist destinations.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์จะเป็นลิขสิทธิ์ของวารสารวิชาการสังคมมนุษย์
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