ส่วนประสมการตลาดบริการที่มีผลต่อนักท่องเที่ยวจากทวีปยุโรปในการใช้ธุรกิจนำเที่ยวในจังหวัดเชียงใหม่

Abstract

The research found that most of the respondents were male, single, aged 20-30, company employees, and living in France. And results from the choice of tourism business behavior found that the majority of respondents were visiting Chiang Mai primarily to visit temples and ancient sites, traveling to Chiang Mai as part of a couple. The type of accommodation they chose is primarily a hotel, staying 2-3 nights. The travel cost per person/day (average price including accommodation, excursions, meals, and transportation in the city) is less than US$150. The purpose of choosing tourism services is safety. The method of purchasing tourism services is to purchase from a travel agency in Chiang Mai. Those who influenced the selection of tour operators are travel partners (if a couple), and respondents mostly recognized travel services through storefront signboards. The respondents provided results of the study on service marketing mix affecting European tourists in Chiang Mai’s tour operators. The average overall effect is at high, sorted by employees, followed by service process, price, physical environment, products, and distribution channels, while marketing promotion is moderately affected. For the subfactors for each aspect, the first high effect is product, whether the tour program is attractive to client needs, followed by the price that is displayed and exacted (price includes tour guides, meals, and visiting fees). Distribution channels are able to contact dealers through the internet. Variety of marketing promotions such as price reductions. Employees are knowledgeable, professional, and reliable. In terms of the physical environment, car cleanliness is noted, and the process of providing services is facilitating and rapid contact. As for satisfaction after using a tourism business service, the majority of tourists are very satisfied with the service and may return to Chiang Mai in the future. They will definitely recommend that their friends and acquaintances use travel agencies in Chiang Mai. The reason they would return to Chiang Mai and use the same tourism business again is the service and friendliness of the employees.