Marketing Mix and International Tourists' Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era
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วันที่
2566-12
ผู้เขียน
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
Sripatum University
เชิงนามธรรม
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.
คำอธิบาย
คำหลัก
Street Food, Consumer Behavio, International Tourist, Marketing Mix
การอ้างอิง
อนุพงศ์ อวิรุทธา และ รวิภา อัครจินดานนท์. (2023). 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 (IJMBE). 10, 3 (September – December 2023), 7-18.