พฤติกรรมนักท่องเที่ยวในการเลือกซื้อผลิตภัณฑ์ผ้าทอลายน้ำไหลของจังหวัดน่าน

Abstract

This study aimed to analyze the tourists’ behaviors in purchasing Nam Lai pattern woven fabric products from Nan province. Moreover, this study provides the most effective marketing strategy and data collected towards serving the customers’ requirements. All the information was collected from 400 customers who had a chance to visit a Nam Lai pattern woven fabric shop by using a simple random sampling. Besides, the questionnaire was chosen to collect data and analyze it by using descriptive statistics. Averages can be analyzed using percentages, frequencies, averages, and inferential statistics. Use the Independent Sample T-Test to compare two populations, and the One-Way ANOVA and the pair differences test with The Scheffe Post Hoc Comparison. There were 400 responders. The majority of them were female. The age of responders is between 31 and 40 years, marital status, bachelor's degree education, and company employee/private store accounting. Having an average income per month of 30,001-50,000 baht. The residents of the central area. The goal of travel with relaxation. Cultural and traditional tourism. Three days of travel time and the travel time on Saturday and Sunday. and the travel time between January and March. The proficiency of purchasing textiles less than twice a year. The tourists’ behavior affects the decision to purchase Thai fabric. It was found that the popularity of the Northern Thai fabric rose. Thai fabrics are frequently purchased as woven items like sarongs. Thai fabric is primarily purchased for personal use in clothing, Thai clothing ranges from 1,000 to 3,000 baht each time. In Nan Province, it is common for tourists to buy woven items and sarongs with the Nam-Lai pattern on them, and applied pattern fabric. The customers choose to buy the product of woven fabric with a Nam-Lai pattern, cotton type, and hand-woven fabric. With their purpose of buying this fabric individually. Buy the product of woven fabric with a Nam-Lai pattern when visiting the province of Nan. They purchased woven cloth with a Nam-Lai design from local businesses (OTOP). Each purchase of 1-2 pieces of woven cloth with a Nam-Lai pattern. Each time, the expense of buying woven fabric with a Nam-Lai design ranges from 1,001 to 3,000 baht. Cash payments and received information from the Internet or social media. When determining whether to buy woven fabric products with the Nam-Lai design from Nan Province, there are a number of significant considerations to take into account. The overall situation is excellent. They are sortable as the following product variables price, marketing promotion, and distribution methods are all below it in order of importance. In terms of the product, the sub-factors with the greatest average values are the product's color and beauty. The cost is reasonable and is given the high quality of the woven fabric. Giving discounts is what marketing promotion entails. Additionally, it means that the distribution centers are in suitable areas for travel in terms of distribution routes. In addition, when broken down by gender, age, birthplace, and purchasing. frequency. At the 0.05 level, there is a statistically significant difference between the products, prices, and distribution methods. and promotion for marketing.