THE STUDY OF MARKETING MIX (7Ps) AFFECT TO TOURISTS’ EXPECTATION AT PHO TEMPLE, BANGKOK, THAILAND

Abstract

         This study aims to explore marketing mix (7Ps) affect to tourists ’expectation at Pho temple, Bangkok. Sample size was 400 tourists who visited the temple. A researcher uses a convenience sampling. The data was analyzed by descriptive statistics as frequency, percentage, mean, and standard deviation. Hypothesis testing was linear regression to test an effect of dependent and independence variables. The research results found that most of the samples were females 222 (55.5%) males 178 (44.5%). More than half of the samples aged between 18-30 years old 271( 67.8%), 31- 43 years old 96 (24.0%) and higher than 44 years old 33 (8.2%). Most of the samples were lower than Bachelor Degree 205 (51.2%) , Bachelor Degree 148( 37.0%), and higher than Bachelor Degree 47 (11.8%). For occupation, there were students 171 (42.8%), others 70(17.5%), employee 65 (16.2.%), business owner 54(13.5), and government official 40(10.0%). Furthermore, product, price, promotion, process, physical evidences can affect tourists’ expectation at statistically significant level of 0.05. In order to increase tourists’ expectation of cultural tourism attraction , the researcher recommended that stakeholders of the tourism site should concern about physical evidence as environment surrounding the site or cultural atmosphere.