Satisfaction for Marketing Mix and Confidence in Tour Business Affecting Service Behaviors of Thai Tourists Traveling Abroad

Abstract

The purpose of this research was to study quantity of the satisfaction for Marketing Mix and confidence in Tourism Business affecting behavior of Thai tourists traveling abroad. The samples of this study were 400 Thai tourists departing from Don Mueang Airport and Suvarnabhumi Airport traveling abroad. The questionnaire was used as a research tool. Statistical analysis included Frequency, Percentage, Mean, Standard Deviation, t-test, F-test, One – way, Analysis of Variance Brown – Forsythe, and Fisher’s Least Significant Difference (LSD). The research findings were as follows: 1) demographic characteristics of sex, age, status, education, career, and salary of Thai tourists traveling abroad were different with statistical significance at the 0.05 level that was in accordance with the set base 2) the marketing mix: product, price, and promotion affected to behavior of tourists and affected to the return of tourist. Therefore, product, price, and promotion specified the satisfaction for marketing mix such as suitability of place, hotel, restaurant, journey, package price, insurance, ticket price, and attraction places 3) the confidence in tour business found collaborator, competitor, and company advantage affected to behavior of tourists and affected to the return of tourist. Therefore, collaborator, competitor, and company were specified the confidence in tour business such as tourism business license or certificate, guide license or certificate from the government, and company registration license.

So, the main reasons that Thai tourists satisfy and confidence in Tourism Business were tourism business license from the government, suitability of price, packages, place, hotel, restaurant, journey, insurance, payment convenience, and discount. The results of this study indicated that the main reasons certainly affected behaviors of tourists and affected the return of tourists.