Abstract:
The purpose of this research was to study the behavior of selecting hop-on hop-off travel services and
marketing mix factors that affected tourists' decision to use hop-on hop-off travel services in Bangkok. This
research was a quantitative research. The sample group consisted of foreign tourists and Thai tourists who
used the hop-on hop-off travel service in the Bangkok area, totaling 139 people, used the convenience
sampling method to collect data from the sample group. The tool used to collect data was a questionnaire
and analyzed the data by finding percentages, averages, and standard deviations and presented in table form
to accompany the essay. The research results found that the overall 4E marketing mix is at the highest level
(x̅ = 4.32). When considering each aspect, it is found to be at the highest level in every aspect as well, namely
Experience (x̅ = 4.35), Evangelism (x̅ = 4.35), Exchange (x̅ = 4.34) and Everywhere (x̅ = 4.22).
