Public Health Concerns and Marketing Mix Factors Affecting the Decision to Choose a Local Restaurant on Samui Island in the New Normal Era
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Abstract
The objectives of this study were to study: 1) the importance of health concerns affecting the decision-making 2) the marketing mix affecting the decision-making 3) the decision-making process to choose a local restaurant and 4) the factors affecting the decision-making process to choose a local restaurant on Samui Island, Thailand in the new normal era. The respondents were 400 customers of local restaurant businesses on Samui Island in the new normal era by using a questionnaire with the reliabilities regarding public health concerns, marketing mixes, and decision-making of .92, .95, and .81, respectively. The data were analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis.
The research findings regarding the personal factors showed that the majority of the respondents were female and single, aged between 31 and 40 years old, who earned a bachelor’s degree, employees of private companies with a salary between 10,001 and 20,000 baht, who lived outside Samui Island and were tourists. The results found that 1) the importance of public health concerns was at a very high level in choosing a restaurant, 2) the marketing mixes were also at a very important level for the decision-making process, and lastly 3) 3 crucial factors consisting of promotion, price, and public health concerns had a positive correlation with the decision-making in the new normal era at a statistical significance level of .01, the coefficients were 0.47, 0.21, and 0.16, respectively, (R = .85, Adjusted R2 = .72, R2 = .72, SE = .28). Practitioners should pay attention to promotion, price, and public health concerns to stimulate a decision-making process to choose a restaurant in the new normal era.
The suggestions related in the future to make the research more detailed, data should be collected in the form of qualitative research (Qualitative Research), such as in-depth interviews. from a local restaurant business operator on Koh Samui will make the research more comprehensive.
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