Service Marketing Mix Factors of Indian Tourists’ Influencing Decision Making on Selecting Accommodation in Thailand
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Abstract
The objectives of this study were 1) to study the importance level of service marketing mix factor 2) to study the different demographic characteristics that affect the importance of service market mix factor of Indian tourists 3) to study the importance of service marketing mix factor that influences accommodation in Thailand selection of Indian tourists. This study was a quantitative research and used questionnaires as tools for data collection. The method of random sampling was non-probability which the sample group were 240 people. The statistics in the research were frequency distribution, percentage, T-Test, One Way ANOVA and Multiple Regression Analysis.
The result showed that 1) the most important of service marketing mix factors to Indian tourists was promotion factor 2)from the hypothesis testing, founded that the different demographic characteristics took importance to marketing mix factors differently with statistical significance 0.05 3) the results of the analysis of the variability and multiple regression founded that there were 4 independent variables which were price factor, place factor, promotion factor and physical factor which have a linear relationship with the dependent variables. The forecasting equation was = 1.045+0.113X1+0.118 X2+0.321 X3+0.345X4
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