A Study of Marketing Mix Affecting Gastronomy Tourism in Nang Loeng Market Community

Abstract

This article aims to 1) study the behavior of tourists towards Thai food in Nang Loeng community. 2) study the satisfaction with the marketing mix of Thai food in Nang Loeng community. This is a quantitative research with 400 tourists as the sample. The research instruments are questionnaires and descriptive data analysis, including percentage, mean and standard deviation. Inferential statistics are used, including Chi-square test and Pearson's pairwise test, with statistical significance set at 0.5.

 The research results show that 1) In terms of tourist behavior, most of them traveled to use the services at Nang Loeng Market Community with friends (127 people, 31.75 percent). The second most popular was traveling to use the services at Nang Loeng Market Community alone or alone (123 people, 30.75 percent). The second most popular was traveling to use the services at Nang Loeng Market Community with family (71 people, 17.75 percent of all respondents). As for the time period of using the services at Nang Loeng Market Community, most of them used the services between 12.01-15.00 hrs., 131 people, 32.80 percent. Next, they used the services between 15.01-18.00 hrs., 99 people, 24.80 percent. And between 10.00-12.00 hrs., 89 people, 22.30 percent. As for the people who played a role in deciding to use the services at Nang Loeng Market Community, most of them were themselves, 150 people, 37.50 percent. Next, friends, 88 people, 22.00 percent, and couples, 82 people, 20.50 percent. As for the reasons for choosing to use the services at Nang Loeng Market Community, Most of them chose it because it was a source of Thai food (148 people, 37.00 percent), followed by a meeting place for having dinner (111 people, 27.75 percent), and a Thai dessert shop (74 people, 18.50 percent), respectively. As for the marketing mix, it was found that the overall service marketing mix was at a high level (  = 4.00, SD = 0.43). When considering each aspect, the aspect with the highest average score was personnel at a high level (  = 4.05, SD = 0.54), followed by promotion at a high level (  = 4.05, SD = 0.57), and distribution channels at a high level (  = 4.02, SD = 0.52). The aspect with the lowest average score was price at a high level ( = 3.87, SD = 0.58), respectively.