Factors Influencing the Decision-Making Process of Thai Tourists in Purchasing Travel Packages to South Korea

Abstract

The research on Factors Influencing the Decision-Making Process of Thai Tourists in Purchasing Travel Packages to South Korea aimed to (1) Examine the factors influencing the decision-making process of Thai tourists in purchasing travel packages to South Korea, and (2) Analyse approaches for developing the service marketing mix (7Ps) in the tourism business. A questionnaire was employed as the primary research instrument with 400 respondents. The research findings revealed that most respondents were female, aged between 20 and 30 years, employed in private companies. The most important marketing mix aspect was personnel (service staff), and the most significant tourism factor was the country's geographical characteristics.