ความสัมพันธ์ระหว่างส่วนประสมทางการตลาดบริการกับพฤติกรรมนักท่องเที$ยวชาวไทย ที$มีต่อตลาดนํ)ากลางดง จังหวัดนครราชสีมา

Abstract

The purposes of this research was 1) to study the level of marketing mix factors of Klang Dong Floating Market in Nakhon Ratchasima, 2) to study the relationship between personal factors and Thai tourists’ behavior toward
the floating market and 3) to study the relationship between marketing mix factor and Thai tourists’ behavior toward the floating market. The populations in this research were Thai tourists who visited Klang Dong Floating Market in Nakhon
Ratchasima in 4 months. The exact number of unknown populations came from William Gemmell Cochran (1953) calculation method, receiving 400 persons. The information collecting tool was questionnaires while the statistical
analysis consisted of frequency, percentage, mean, standard deviation and Chi-square test.

According to the study result, it was found that Thai tourists in Klang Dong Floating Market mostly arefemale aged 31-40, being single and having Bachelor’s degree. Most are office employees and gain monthly income
amounting THB 20,001-30,000. For their behavior, they traveled to the floating market mostly with friends and for relaxation. The main purpose of travelling is to relax/entertain them. The person who involved in the decision is mainly
friend. The selected duration is the weekend. The information source to access Klang Dong Floating Market is via internet and the frequency of visit is once a month. The overall analytical result of marketing mix factor demonstrated
highest levels. Considering in each dimension, Thai tourists give priority to personnel dimension the most. For the analytical result of relationship between marketing mix toward tourists’ behavior and toward the floating market, age and monthly income relate to their behavior without statistical significance. The factors which are related with statistical
significance at 0.05 are gender, status, educational level and career.