การตัดสินใจท่องเที่ยวเชิงดนตรีของนักท่องเที่ยวชาวไทย ในเขตกรุงเทพมหานครและปริมณฑล

Abstract

The purpose of this research is to 1) study the demographics and behavioral sciences that affect the decision-making. 2) study the marketing mix that affects the decision-making of Thai tourists traveling for music tourism in Bangkok and vicinity. This research is a quantitative research. The sample group used in this research is 385 Thai tourists, aged 18 years old and above, who had experience in music tourism in the form of concerts in Bangkok and its vicinity. Using questionnaires as a survey tool. The statistical data were analyzed by the Chi-square method at the confidence level of 95%. The research results found that most of the respondents were female. The age between 18-25 years old, bachelor’s degree, most student have an average monthly income of less than 15,000 Baht or equivalent. The respondents have a reason to consider when attending a concert is the artist, which receives the most information from the Twitter application, and a popular activity after watching the concert is to buy merchandise at the event and frequency of watching is 1-2 times per year and has the highest level of satisfaction with the marketing mix (4Es) in terms of evangelism. Also, it was found that demographic variables and tourism behavior had a correlation with music tourism decision in terms of career, information seeking. and alternative assessment There was a statistically significant relationship at the level of 0.05