MARKETING MIX FACTORS AFFECTING SATISFACTION ON THAI TOURISTS: A CASE STUDY OF WAT LAM PHAYA FLOATING MARKET, LAM PHAYA, BANG LEN, NAKHON PATHOM

Abstract

Independent study on marketing mix factors affecting the satisfaction of Thai tourists: a case study of Wat Lam Phaya Floating Market, Lam Phaya, Bang Len, Nakhon Pathom. The objective of this study was to study the marketing mix factors affecting the satisfaction of Thai tourists: a case study of Wat Lam Phaya Floating Market, Lam Phaya, Bang Len, Nakhon Pathom. The factors studied were 1) products, 2) prices, 3) distribution channels, 4) marketing promotions, 5) personnel, 6) processes, and 7) physical characteristics by using online questionnaires as a tool to collect data. The sample group was Thai tourists who traveled to Wat Lam Phaya Floating Market, Bang Len, Nakhon Pathom. Statistics used in data analysis were percentage, mean, standard deviation, Pearson’s correlation coefficient analysis, and multiple regression analysis The results of the study of marketing mix factors affecting the satisfaction of Thai tourists: a case study: Wat Lam Phaya Floating Market, Lam Phaya, Bang Len, Nakhon Pathom. Overall was at the highest level. The most variables affecting the satisfaction of Thai tourists: a case study of Wat Lampaya Floating Market, Lam Phaya, Bang Len, Nakhon Pathom was the product, followed by the price, the marketing, and the promotion. Process, personnel, distribution channels sales, and physical met every hypothesis and was able to explain the variation of marketing mix factors affecting the satisfaction of Thai tourists: a case study of Wat Lam Phaya Floating Market, Lam Phaya District, Bang Len, Nakhon Pathom about a percentage at 66.1.