ความพึงพอใจของนักท่องเที่ยวชาวไทยต่อส่วนประสมการตลาดของไนท์มาร์เก็ตตลาดอนุสาร จังหวัดเชียงใหม่

Abstract

This study aimed at investigating customer satisfaction towards marketing mix of Anusarn Night Market, Chiang Mai province. Data were collected by the distribution of questionnaires to 400 Thai tourists who visited the market. Data obtained were, then, analyzed by the descriptive statistics, including frequency, percentage, and mean. Below was the summary of studied results. The findings presented that most respondents were single female in the age of 31-40 years old. They carned bachelor’s degree or higher and were self-employed. They earned an average of monthly income of 25,001-35,000 Baht and resided in the northern provinces. They had visited Chaing Mai (including the time when they did the questionnaire) for 2 times. For this time, they stayed in Chiang Mai for 4-6 days for leisure purpose. The results of the study on behavior of Thai tourists in visiting Anusarn night market, Chiang Mai province were shown as follows. All respondents were aware that Anusarn was one of the night markets in Chaing Mai province. The majority had visited Anusarn Night Market (including this time) for 3 times. They usually visited Anusarn Night Market on Saturday – Sunday, during 20.01-22.00 hrs. and spent time there for 1-2 hours. In general, the expenses that they spent for products or services at the market were 1,001-2,000 Baht, especially for food, souvenir or local dessert. People influencing their decision towards purchasing products or services was the respondents themselves. Source of information that they learned about Ausarn Night Market, Chiang Mai province were themselves. Reason of visiting Anusarn night market was its renown and reputation. Prior to purchase, they did the pricing comparison among stores selling the same products. They would recommend others to visit Ausarn Night Market, Chiang Mai province. According to the study on satisfaction of Thai tourists towards marketing mix of Ausarn Night Market, Chiang Mai province, the results revealed that they rated their satisfaction at high level towards all factors: product, physical evidence and presentation, place, promotion, process, people, and price, respectively. Hereafter were shown the top ten elements of the marketing mix of Anusarn Night Market, Chiang Mai province that Thai tourists rated their satisfactions on at the highest level: the reputation of Anusarn Night Market among general people, the location of the market which was in business and famous tourist attraction areas, easy to access by public transportation, good food and beverage being sold at restaurants and refreshment stalls in the market, large and clean stores in the market, unique design of products such as handicraft products, appropriate operating service hours of the market: (16.00-24.00 hrs.), the decorations and the atmosphere of the stores in the market, and the courtesy and friendliness of sellers in the market, respectively.