กลยุทธ์ส่วนประสมทางการตลาดที่ส่งผลต่อแรงจูงใจเดินทางท่องเที่ยวและการตัดสินใจของนักท่องเที่ยว กรณีศึกษา ชุมชนท่องเที่ยวเชิงอนุรักษ์คลองโคน อำเภอเมือง จังหวัดสมุทรสงคราม

Abstract

The objectives of this research were to: 1) compare the 4P’s and 4C’s marketing mix strategies that influence the travel motivation of Thai tourists, a case study of Klong Khon Ecotourism Community and 2) study the motivation factors that affect the judgment of tourists, a case study of Klong Khon Ecotourism Community, Mueang District, Samut Songkhram Province. This study employed quantitative research methodology, with a sample of 400 Thai tourists who visited the site, using specific and convenient sampling methods. This research is a quantitative analysis using structural equation models.

            The study found that: 1) In comparison of 4P’s and 4C’s marketing mix strategies that influence the travel motivation of Thai tourists, a case study of Klong Khon Ecotourism Community. It was observed that all respondents acknowledged that the 4P’s marketing mix strategy has a greater impact on tourist’s travel incentives more than 4C’s marketing mix strategies, although consumer costs are less than other factors, but they are still acceptable to consumers. 2) Motivation factors that affect tourist’s decision making, a case study of Klong Khon Ecotourism Community, Mueang District, Samut Songkhram Province it was found that motivational factors, including physical needs, social needs, cultural needs, and the needs for pride, positively influence the travel decisions of tourists.