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Relationship between personal factors and marketing mix satisfaction of the tourists at don hoi lot in samutsongkham province, Thailand

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  • Rumpapak Luekveerawattana

    (Suan Sunandha Rajabhat University,Thailand)

Abstract

This research work aims to investigate the satisfaction of the tourists towards the marketing mix of Don Hoi Lot tourist attraction in Samut Songkham and to identify the relationship between the personal factors of the tourist and the satisfaction towards the marketing mix at Don Hoi Lot tourist attraction in Samut Songkham. The research tools were sets of questionnaires. The samples included 400 tourists at Don Hoi Lord tourist attraction in Samut Songkham. For data analysis, percentage, mean, standard deviation, and Chi Square were used to find the relationship of the independent variables based on a hypothesis. The significant level was limited at 0.05. Most of the tourists were female, 224 in total (56%). There was no relationship of sex and satisfaction with price, product, location and marketing, There was positive relationship of age and satisfaction with price, product, location and marketing. It is suggested that the administrator of Don Hoi Lot tourist attraction consider the age factor and improve the location, marketing promotion, the product, and the price in order to reach the target group due to the medium satisfaction level. The administrator should find an approach to increase the satisfaction level such as improving the natural landscape and providing more shaded parking space.

Suggested Citation

  • Rumpapak Luekveerawattana, 2016. "Relationship between personal factors and marketing mix satisfaction of the tourists at don hoi lot in samutsongkham province, Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 2(3), pages 113-120.
    • Handle: RePEc:apb:jabsss:2016:p:113-120
    DOI: 10.20474/jabs-2.3.2
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    Cited by:

    1. Seidou Hafissou, 2020. "The impact of store formats and sales promotion towards consumer’s purchase decision: Case study of Indomaret in Bandung city," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 6(5), pages 164-175.
    2. Kulrisa Srisangkaew, 2017. "Advanced Destination Marketing Strategy for Chanthaburi Province,Thailand," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(1), pages 77-84.
    3. Jorge Arnanz* & Kanokkarn Kaewnuch, 2019. "Accreditation in Tourism and Hospitality Undergraduate Education in the ASEAN context: the Case of Thailand from the Ted Qual Perspective," The Journal of Social Sciences Research, Academic Research Publishing Group, vol. 5(2), pages 275-283, 02-2019.
    4. Katanyu Hiransomboon, 2017. "Using Convenience Store Service of Foreign Backpacker Tourists inBangkok, Thailand," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(1), pages 1-7.
    5. Muhammad Ashraf & Asad Afzal Humayon & Jamil Ahmad & Mazhar Abbas, 2017. "Three condensed importance of interfunctional communication for the acceptance of CRM system," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1402474-140, January.
    6. Pratoom Rerkklang ˆ—, 2017. "Thailand Tourism Images And Behaviors Of Thai People In Bangkok And Metropolitan," International Journal of Humanities, Arts and Social Sciences, Dr. Mohammad Hamad Al-khresheh, vol. 3(3), pages 122-128.
    7. Hening Widi Oetomo & Marsudi Lestariningsih & Susanti, 2017. "Spatial Analysis of Newspaper Sales in East Surabaya Traffict Lights Using Moran Index," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 3(5), pages 166-174.
    8. Mohammad Nayef Alsarayreh∗, 2018. "Technology and Marketing Tourism and Hotels in Jordan," International Journal of Humanities, Arts and Social Sciences, Dr. Mohammad Hamad Al-khresheh, vol. 4(5), pages 213-220.
    9. Ya-Ching Chou & Tian-Chen Chang & Ssu-Yu Lin & Su-Fang Wu, 2017. "A Development Strategy for the Leisure Industry in Taiwan," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 2(1), pages 12-17.
    10. Yi-Ping Zhan & Hsiao-Ling Chung, 2016. "Strategizing the Customer Relationship in the Independent Bookstore Network: A Case of Small Small Bookshop in Taiwan," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 2(5), pages 143-150.
    11. Peter Dorcak & Michael Paetsch & Frantisek Pollak, 2016. "Towards Improving the Quality of the Strategy Process," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 1(1), pages 74-85.
    12. Nicoleta Andreea Neacu, 2018. "The In uence of Design Elements in Choosing Products on the SweetsMarket for Children," International Journal of Business and Economic Affairs (IJBEA), Sana N. Maswadeh, vol. 3(6), pages 283-290.

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