Journal of Administrative and Business Studies
Details
Journal ISSN: 2414-309X
Article DOI: https://doi.org/10.20474/jabs-2.3.2
Received: 29 March 2016
Accepted: 16 April 2016
Published: 21 June 2016
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  • Relationship between personal factors and marketing mix satisfaction of the tourists at don hoi lot in samutsongkham province, Thailand

Rumpapak Luekveerawattana

Published online: 2016

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.