Factors influencing Thai tourists' intentions to purchase souveniors in Chonburi province : a case study of the Ang-Sila local fish market

Name: Kunthika Sakunwongtana

ThaSH: Burapha University. -- Business Administration

Classification :.DDC: 381

ThaSH: Marketing

ThaSH: Shopping

ThaSH: Souvenirs (Keepsakes)

ThaSH: Tourists -- Thailand

Abstract: The research “Factors influencing Thai tourists' intentions to purchase souvenirs in Chonburi Province: a case study of the Ang-sila local fish market” is the quantitative method which has purpose as 1) to study the demographic factor of tourists who intend to purchase souvenirs at Ang-sila local fish market, Chonburi province. 2) to study purchasing behavior of tourists when they buy souveniers at Ang-sila local fish market. 3) to study the relationship between the marketing mix factors (4P’s) and the intention to purchase Ang-sila local fish market souvenirs. This research is the study the affecting of demographic factors and marketing mix factors (4P’s) to Thai tourists who are visiting at Ang-sila local fish market, Chonburi province. The research use the questionnaires to be the research instrument for 400 copies by convenient sampling method. The respondent for this research were Thai tourists who aged 21-50 years old and above which visit Ang-sila fish market, Chonburi province.After that the questionnaires were analyzed by SPSS program (Statistical Package for the Social Sciences) for measured the hypothesis. It was found that the mainly respondents is female (67%) with aged 21 - 30 years old (45%), the marital status is single (56%) and education level is Bachelor degree (70.5%). The mainly of occupation is employee (38%) and in additional the income per month is between 15,001 – 30,000 baht (54.5%). In customer buying decision, mainly of respondents were interested in type of food (49.3%) between be able to paid per time at 501-1,000 baht (43.3%), with personal use of souvenir (52.5%). Mainly of payment method were bank transfer (53.8%). And in additional, majority of whose making decision were self-making decision (89.3%). In marketing mix (4P’s) factors analysis could be concluded that Thai tourists were very high focus on their product which mean value is 4.35 and standard deviation (SD) is 0536 with the first rank is “Beauty of the product” in very important level by 4.60 of mean value 4.60 and standard deviation (SD) is 0.680. Thai tourists who visit the Ang-sila local fish market were very high focus on price of the product which mean value is 4.2535 and standard deviation (SD) is 0.613 with the first rank was “Price is reasonable for the quality of the product” in very important level by 4.40 of mean value and standard deviation (SD) is 0.729. The mainly respondents were very high focus on place where the product sell which mean value was 4.32 and standard deviation (SD) is 0.591 with the first rank was “The distribution of location is clean” in very important level by 4.45 of mean value and standard deviation (SD) is 0.692. And in additional, Thai tourists were high focus on promotion of the product which mean value was 4.05 and standard deviation (SD) is 0.732 with the first rank was “Give sample product before customer making purchase decision” in important level by 4.17 of mean value and standard deviation (SD) is 0.808. In term of hypothesis testing of this research, the hypothesis 1 is the different demographic factor have different level of intention to purchase souvenir at Ang-sila local fish market. The resulted found that the different level at least 1 factor of demographic factors have different level of intention to purchase souvenir at Angsila local fish market at statistically significant 0.05 level which mostly matched with the hypotheses 1. The different level of demographic factors as gender, age, marital status and income per month have different level of intention to purchase souvenir at Ang-sila local fish market because the variously of level in the respondents at Angsila local fish market affected to the variously group of souvenirs. In the other way, the different level of demographic factors as education and occupation don’t have different level of intention to purchase souvenir due to the mainly of respondents were interested in type of food which can responded to every type of education level and occupation of tourists. And souvenirs can be the product that remembrance of the place which usually depends on the personal preference. The hypothesis 2 is marketing mix (4P’s) factors have relationship with the intention to purchase souvenirs at Ang-sila local fish market, Chonburi province at statistically significant 0.01 level. The resulted was matched with the hypothesis 2 due to Ang-sila local fish market has many type of souvenirs as food, utility, decorate and art product which can be responded to every group of customer. As well as the beauty, price is reasonable for the quality, location is clean and give the sample of product can influence to intention to purchase of the tourists.

Burapha University. Library

Address: CHONBURI

Email: buulibrary@buu.ac.th

Name: Supasit Lertbuasin

Role: Principal advisor

Created: 2023

Modified: 2024-05-23

Issued: 2024-05-23

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Th 381.1 Ku96F

eng

Spatial: Thai (Eastern region)

Spatial: Chonburi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Burapha University

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