ปัจจัยส่วนประสมทางการตลาดบริการที่มีอิทธิพลต่อการตัดสินใจของนักท่องเที่ยวชาวไทยที่ใช้บริการร้านอาหารสตรีทฟู้ดที่ได้รับรางวัลบิบ กูร์มองด์

Abstract

The purposes of this study were to study the behavior and decision-making process of Thai tourists visiting Bib Gourmand restaurants and analyze which marketing mix factors were the most influence on the tourists’ decision. This research was mix-method research, containing both quantitative and qualitative research. The sample were 385 Thai tourists who visited a Bib Gourmand Street food restaurant and 3 owners of Bib Gourmand Street food restaurants. The tool employed to collect quantitative data was questionnaires. By using quota sampling and convenience sampling method, the content validity was equal to 0.88 and Cronbach's alpha coefficient was 0.96. The quantitative data analysis by using frequency, percentage means (x bar) and standard deviation (S.D.) The multiple regression analysis with Enter method was used to test the effect of independent variable as ‘Service Marketing Mix (7P’s)’ and dependent variable ‘Tourists’ Decision Making Process’ with statistical significance at 0.05 The results showed that the majority of the respondents were male within the age range of 21-30 years old who had education level of a bachelor's degree. The average monthly income ranges from 15,000 to 30,000 baht. Most of the respondents were students who chose to visit the Bib Gourmand restaurant because of their confidence in the taste of food, influenced by online media sources. A majority of the participants responded that they will definitely come back to use the service again. The overall 7Ps marketing mix is at a high level. And when considering the marketing mix factors in each item of 7Ps, the results found that product factors were at the highest level (𝑥̅ = 4.26, S.D. = 0.52), followed by physical evidence and the service (𝑥̅ = 4.19, S.D. = 0.54). process (𝑥̅ = 4.18, S.D. = 0.57), people (𝑥̅ = 4.17, S.D. = 0.63), price (𝑥̅ = 4.03, S.D. = 0.71), place (𝑥̅ = 3.19, S.D. = 0.47) and promotion (𝑥̅ = 3.82, S.D. = 0.76) The hypotheses test result founded that all 7P’s marketing mix factors had influence to Bib Gourmand street food restaurant.