BUS-01. บทความวิชาการ/วิจัย (วารสารระดับนานาชาติ)

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Marketing Mix and International Tourists’ Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era
(International Journal of Management, Business, and Economics, 2566-09) Anupong Avirutha; Ravipa Akrajindanon
This study attempts to explore the factors that influence their preferences, decision-making, and overall satisfaction in order to gain insights into the role street food plays in shaping their cultural experience during their visit to Thailand. The respondents in this study were international tourists in Bangkok. The numbers of respondents are 200 respondents. The participants in this study are voluntary and anonymity. Descriptive, frequency, percentage distributions, Xs are used to describe and report the information collected affecting to individual variables and demographic information. The regression equation provided represents a statistical model that examines the relationship between the independent variables (product, price, place, and promotion) and the dependent variable (street food experience). It reveals that all four independent variables have positive coefficients, suggesting that improvements in product quality, reasonable pricing, attractive place (location), and effective promotions can enhance the overall street food experience.