The Influence of Marketing Mix Factors on the Decision to Use a Tourist Attraction Recommendation Application for Thai People in Bangkok

Abstract

This research studies the influence of marketing mix factors on the decision-making process of Thai people in Bangkok to use tourist attraction recommendation applications, this is a quantitative research study. The sample group consists of consumers who decide to use tourist attraction recommendation applications used by Thais in Bangkok, using a simple random sampling method, five districts were selected from the 50 districts of Bangkok, The research employed a survey method using questionnaires as the data collection tool, and the collected data was processed using statistical methods, Descriptive data analysis, including percentages, means, and standard deviations; inferential statistical analysis; hypothesis testing using correlation coefficients and the influence of marketing mix factors on the decision to use tourist attraction applications by Thai people in Bangkok, The study found that the majority of the sample group were female, aged 21-30 years, held a bachelor's degree, worked as private company employees, and had a monthly income of 20,000-30,000 baht, I am interested in nature and adventure tourism. My friends were involved in the decision-making process, the marketing mix factors influencing the decision to use tourist attraction applications by thais in Bangkok revealed that the majority of the sample group generally felt a high level of influence. This study examines the impact of marketing mix factors on the decision to use tourist attraction applications by Thais in Bangkok Specifically, the aspects of product/service and marketing promotion are statistically significant at the 0.01 level.