CLUSTER ANALYSIS OF FOREIGN TOURISTS IS BASED ON THE MARKETING MIX OF IMPORTANCE AND DECISION-MAKING TOWARDS SELECTING CHONGFAH RESORT, PHANG NGA

Abstract

This study is aimed to explore the importance factors of marketing mix and factors of making decisions of the tourists for selecting Chongfah Resort, Phang Nga and to classify foreign tourists to their group based on the importance of marketing mix for selecting Chongfah Resort. The quantitative research was analysed by collecting data from 330 foreign tourists who stayed at Chongfah Resort. The questionnaire was collected and analysed by using SPSS. The results showed that the important marketing mix factor were the people followed by the product, the physical-evidence, the process, the price, the place and lastly the promotion. The results of clustering analysis identified three tourist groups, they were: The Variety group, this group concerned about the product and the physical-evidence. The Empathized group, this group are caring and finds the people and the product quality very important. The Worthiness group, this group has the largest quantity; they care about all the factors unlike the other two groups, although this group finds the people and the product the most important.