Abstract:
The purposes of this research were to study tourists’ behaviors in buying product and souvenir in Kohkret and opinions on marketing mix of product and souvenir for tourists. The samples were 385 Thai tourists. A questionnaire was used as a survey tool and data were analyzed statistically using frequency, percentage, mean (x̅) and standard deviation (S.D.).
The results were as followed;
1. Respondents were female who aged between 20 - 40 years old, who were student from bachelor’s degree having their salary less than 10,000 Baht.
2. Respondents had travelled to Kohkret 2 - 3 times. Their main purposes of visiting were to travel or for leisure with their friend. Their main purposes of buying products and souvenir for their own consuming.Their total expenditure on products and souvenir for this trip was approximately 201 - 300 Baht. The unique products and souvenirs of Kohkret is pottery. The product they bought the most were Thai fried fish cake with Nor Kala / fried flowers. The products which the tourists request for were food, while souvenirs were garment.
3. The opinions of respondents on marketing mix of products and souvenirs were ranked in high level at all aspects in terms of price (x̅ = 3.82, S.D. = 0.680), product (x̅ = 3.78, S.D. = 0.593), promotion (x̅ = 3.75, S.D. = 0.619) and place (x̅ = 3.64, S.D. = 0.664) respectively.
