ส่วนประสมทางการตลาดของที่ระลึกสำหรับนักท่องเที่ยวในตุนหวง จังหวัดกานซู่

Abstract

This research aimed to study: 1) tourists' souvenir purchasing behavior, and 2) the marketing mix of souvenirs for tourists in Dunhuang, Gansu Province. The samples used in the study were Chinese tourists who traveled to Dunhuang and purchased souvenirs there, totaling 400 people. A survey questionnaire was conducted using the Wenjuanxing survey tool. The data were analyzed statistically using computer programs to calculate frequency, percentage, mean, standard deviation, and perform One-way ANOVA. The results indicate that the majority of respondents are male, aged between 36 - 45 years old, holding a Bachelor's degree, employed in government/state enterprises, and have an average monthly income level between 3,000 - 5,000 Yuan. Most respondents are visiting Dunhuang for the first time for travel or leisure purposes, accompanied by family, and traveling by train. The majority of visitors stay in Dunhuang for 2 - 3 days. Concerning souvenir purchases, most tourists buy occasionally, primarily for memorable travel experiences, with expenditure on souvenirs ranging from 100 - 300 Yuan. The most popular types of souvenirs are crafts. Tourists primarily purchase souvenirs at scenic spots such as Mogao Grottoes, with the majority opting to buy at kiosks. Souvenir information is mainly obtained from brochures. The marketing mix of souvenirs for tourists in Dunhuang, was ranked highly in terms of product, physical evidence, packaging, place, promotion, and price, respectively. The comparison of the marketing mix of souvenirs for tourists in Dunhuang across gender, age, and monthly income groups revealed significant differences at the 0.05 level in all aspects.