Service Marketing Mix Factors and Reference Groups Affecting Consumer’ Decision on Visiting Resorts in Kanchanaburi Province during Covid-19 Period

Abstract

The objectives of this research were (1) To study the differences of demographic factors affecting consumers’ decision on visiting resorts in Kanchanaburi Province during Covid-19 period, (2) To study service marketing mix factors affecting consumers’ decision on visiting resorts in Kanchanaburi Province during Covid-19 period, and (3) To study reference group factors affecting consumers’ decision on visiting resorts in Kanchanaburi Province during Covid-19 period. The population of this research was Thai people who used to visit or were interested in visiting resorts in Kanchanaburi which was unknown about the exact number. A questionnaire was used as a research tool for data collection with 400 samples using the convenience sampling technique. Statistical analysis consisted of descriptive statistics including frequency, percentage, mean, and standard deviation. Inferential statistics included t-Test, One-Way ANOVA (F-Test), and multiple regression analysis.

The results revealed that most of the respondents were female and single status with bachelor’s degree level, working as private company and average monthly income for 20,000 - 30,000 baht. The marketing mix factors including product affected consumers’ decision on visiting resorts in Kanchanaburi during Covid-19 period (p-value = 0.000*), followed by physical appearance and presentation (p-value = 0.020*) with the level of statistical significance at 0.05. The reference groups factors affecting the consumers’ decision on visiting resorts in Kanchanaburi during Covid-19 period decision were family (p-value = 0.000*), followed by friends (p-value = 0.000*), and internet user groups (p-value = 0.000*) with the level of statistical significance at 0.05.