พฤติกรรมของนักท่องเที่ยวชาวจีนในการใช้บริการ ศูนย์การค้าในอำเภอเมืองเชียงใหม่

Abstract

This independent study aimed to behavior of Chinese tourists towards using services of shopping centers in Mueang Chiang Mai district by using consumer’s behavior concept 6W1H Questionnaires were collected data from 400 samples. The data was analyzed by the use of descriptive statistics according to consisting of frequency, percentage, and mean and inferential statistics including to independent t-test (services marketing mix difference by sex and expenses in using services of shopping centers per time) and one-way analysis of variance (services marketing mix difference by age and earning monthly income) The result of the study showed that all of respondents were Chinese. The most respondents were female, aged between 21-30 years old, married, Bachelor’s degree, earning monthly income at the amount of 3,001-6,000 Yuan, and expenses in Chiang Mai travelling 3,001-6,000 per day. In term of behavior of Chinese tourists towards using services of shopping centers in Mueang Chiang Mai district showed that the most respondents used service for restaurant, their objective in using services of shopping centers for expenses and buying product and service. Sale promotion was the main incentives in using services of shopping centers. Friend was the influential person in using services of shopping centers. Annual leave was vacation in using services of shopping centers on from 14:01-17:00 in July-September by using service of shopping centers the most at Centralfestival Chiangmai. Product and service variety was the cause of using services of shopping centers. The information was received from website. The respondents used to using services of shopping centers for 2-3 times by public transportation and expenses in using services of shopping centers 3,001-6,000 per time. In term of the services marketing mix in using services of shopping centers in Mueang Chiang Mai for the respondents showed that the average overall importance levels of services marketing mix were high. The high importance levels of the marketing mix were ranked at the high level to lower level as the following process, product, physical evidence and presentation, price, people, promotion, and place, respectively. In term of the minor services marketing mix in using services of shopping centers in Mueang Chiang Mai were ranked at the high level to lower level, showed that the top five minor factors as the following security system was a process factor, product and service variety was a product factor, the modern of shopping center was a physical evidence and presentation factor, lay out plan in in categories was a physical evidence and presentation factor and product and service quality was a product factor, respectively.