Cultural Dimensional and Marketing Mix Factors Affecting the Travel Behavior in Japan of Thai tourists
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Abstract
This study aims to study tourism behavior, cultural dimensional and marketing mix factors as well as studying the relationships of such factors that affect the travel habits of Thai tourists in Japan. The sample used was 407 Thai tourists who had visited Japan and the data was collected with questionnaires. The data was analyzed with frequency, percentage, average, standard deviation and test hypotheses with a one-way ANOVA test at a statistical significance level of 0.05. The results showed that the sample traveled to Japan for the first time to relax/travel with family/relatives, manage all self-guided trips, stay in hotels and find information via website/online/social media. The trips cost between 20,001-40,000 baht and nearly all tourists will return to Japan in the future. Tourists have an opinion on the cultural dimensional factors and marketing mix factors which are high and very high, respectively. Especially on issues of humility and the environment relating to tourist attractions. Hypothesis tests showed that cultural dimensional factors were associated with tourism behavior in the field of number of trips, purpose of trips, travel companions, travel arrangements, accommodation type, how to find information and expenses. Marketing mix factors are associated with tourism behavior in Japan in terms of the tourism purposes, travel companions, travel arrangements, how to find information and expenses.
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