ปัจจัยที่ส่งผลต่อการตัดสินใจของนักท่องเที่ยวชาวไทยต่อการเลือกร้านอาหารท้องถิ่นในจังหวัดเชียงใหม่

Abstract

This study aims to investigate Factors Affecting Decision of Thai Tourists to Select Local Restaurants in Chiang Mai Province. Questionnaires were employed to collect data from a sample of 400 Thai tourists who traveled from other provinces to visit Chiang Mai. Statistical methods used for data analysis included frequency, percentage, mean, standard deviation, t-test, analysis of variance (ANOVA), and multiple regression analysis. The study revealed the following findings: 1) The majority of the sample group consists of females aged between 31-40 years, with marital status, holding a bachelor's degree, employed in private companies, and earning an average monthly income between 20,001-30,000 Baht. They predominantly travel from the central region and have a perspective that emphasizes the significance of food in creating experiences, leading to an active information search. 2) The factor affecting decision of marketing mix factors in the culinary tourism service of local restaurants in Chiang Mai province is overall rated as highly significant. When analyzed individually, all seven factors, including price, location, marketing promotion, staff, service processes, and physical attributes, were found to be of the utmost importance. 3) The factor affecting decision-making opinions regarding the use of local restaurant services in Chiang Mai province is perceived to be at the highest level of agreement. Results of hypothesis testing revealed: 1) General information within the sample group, including gender, age, marital status, occupation, average monthly income, and residential region, significantly influenced marketing mix factors in the culinary tourism service of local restaurants in Chiang Mai province, with statistical significance at the 0.05 level. 2) Disparities in general information such as marital status and average monthly income significantly impacted the decision-making process for selecting local restaurant in Chiang Mai province, with statistical significance at the 0.05 level. 3) Marketing mix factors, specifically in the product and price dimensions, significantly influenced the decision-making process for selecting local restaurant in Chiang Mai province. The statistical analysis, with a correlation coefficient (R) of .189, demonstrated a predictive power of 3.60% (R2 = .036) at the 0.05 significance level.