MARKETING MIX FACTORS AFFECTING THAI TOURISTS' DECISION TO USE FOREIGN TOUR COMPANIES' SERVICES

Abstract

This research article aimed to 1) examine the marketing mix factors influencing the use of outbound tour services, 2) investigate the decision to use outbound tour services, 3) compare the decision to use outbound tour services classified by personal characteristics, and 4) analyze the influence of marketing mix factors on the decision to use outbound tour services among Thai tourists. This research employed a quantitative research approach, using a questionnaire as the data collection instrument. The sample consisted of 400 Thai tourists who had previously used outbound tour services, selected through purposive sampling. The data were analyzed using descriptive and inferential statistics, including percentage, mean, t-test, one-way analysis of variance (One-way ANOVA), and multiple regression analysis. The results revealed that most respondents were female, aged between 31 and 40 years, held a bachelor’s degree, were employed in the private sector, and had an average monthly income ranging from 30,001 to 40,000 baht. Overall, the marketing mix factors related to outbound tour services were rated at the highest level of importance, while the decision to use such services was rated at the highest level of agreement. The comparative analysis showed that differences in educational level significantly affected the decision to use outbound tour services at the 0.05 level of statistical significance. Furthermore, the results indicated that all seven marketing mix factors-namely product, price, distribution channel, promotion, people, process, and physical evidence-had a significant influence on the decision to use outbound tour services among Thai tourists at the 0.05 level of statistical significance.