Marketing Factors Influence Tourism Decision In the OTOP Tourism Community Nawatwithi Floating Market Saphan Kong, Suphanburi

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Published: Dec 23, 2021
Keywords:
Marketing Factors Marketing Factors OTOP inno-life tourism-based community Decision-Making

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Kamonchanok Kongkrut
Saiphin Suphanburi

Abstract

The tourism industry is one of the main driving forces in Thailand’s economy. Therefore, goals are set to drive the country towards improving the quality of life of the people and create sustainable happiness for the community. Therefore, a research study was conducted with the objective of studying the decision-making towards to OTOP inno-life communities at Saphan Khong Floating Market, Suphan Buri province. The sample group was those who came to travel in the OTOP inno-life communities at Saphan Khong Floating Market by using the random sampling method, collecting data from 400 tourists. The methodology of this study was quantitative method by using Independent Sample T-test, F-test, One way ANOVA, Pearson’s Product Moment Correlation and Multiple Analysis Regression. The results of the research found that marketing factors and customer relationship influence tourism Decision-making towards  OTOP inno-life communities at Saphan Khong Floating Market, Suphan Buri province, are product, because the products sold here are chemical free; place, because Saphan Khong Floating Market, Suphanburi province has convenience transportation; and customer relationship creating together with communication management with statistical significance at 0.05 level and influencing factor was effective at 76.80.

Article Details

How to Cite
Kongkrut, K., & Suphanburi, S. (2021). Marketing Factors Influence Tourism Decision In the OTOP Tourism Community Nawatwithi Floating Market Saphan Kong, Suphanburi. Journal of Management Sciences Suratthani Rajabhat University, 8(2), 203–224. Retrieved from https://so03.tci-thaijo.org/index.php/msj/article/view/251802
Issue
Vol. 8 No. 2 (2021): Journal of Management Science, Suratthani Rajabhat University
Section
Research Article

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