Service Marketing Mix Factors Affecting to Traveling Behavior South Korea Tourists in Thailand

  • ชฎาพร อัครวงษ์
  • สุมาลี สว่าง
Keywords: Service marketing mix, behavior of the travel, Republic of South Korea


                  The objective of this research to study the marketing mix factors which affected traveling behaviors of Thai tourists having been to South Korea. Research visitors traveling the country the public receive South Korea. The subjects of the study were 400 Thai tourists who had at least once visited South Korea. The data were collected by questionnaires and statistically analyzed by percentage, frequency, and mean scores. Chi-square was also used to test the assumptions.

                   The results showed that most respondents went to Republic of South Korea once a year on recreational purpose with information from travel agents, paying 20,001 - 40,000 baht. Most of them spent 3-5 days with friends, stayed in hotels, and enjoyed sight-seeing at famous tourist attractions.

                     In terms of the service marketing mix factors, the respondents were most satisfied with the promotion; second and third were products and physical aspects respectively. They also showed satisfaction to the price of the tour, the distributing channels, personnel, and the process.  The results of correlation testing among the factors showed that factor affecting the behaviors the most was promotion, second, third, and fourth were products, price, and other aspects respectively. Most service marketing mix factors affected the respondents; this did not include the factors of process and distributing channels. The subjects perceived a big variety of travelling modes as important product that affected their decision to purchase. Regarding the price, the packages clearly showed how much the tourists should pay. In terms of promotion and personnel, discounts for packages during the low season, tourist guide’s recommendation, and enough staff were seen as important.  Good and safe accommodation with modern facilities showed correlation to travelling behaviors of the respondents.