Service Marketing Mix Affecting Decision Making of Chinese Tourists to Visit the Walking Street in Mueang district, Chiang Mai Province
This research has the objectives to study (1) levels of opinions concerning service marketing mix and decision making of Chinese tourists to visit the walking street in Mueang district, Chiang Mai province and (2) factors of decision making to visitwalking streets of Chinese tourists in Mueang district, Chiang Mai province. Sample group was Chinese tourists visiting the walking street in Chiang Mai province totaled 384 persons. The tool was a questionnaire and the descriptive statistics were percentage and Standard Deviations and inferential statistics was Multiple Correlation Regression Analysis Enter method.
The research results found that the importance of service marketing mix of product, price, place, people, physical evidence and decision making to visit the walking street of Chinese tourists were at a high level while marketing and process were at the medium level. Results of testing Multiple Correlation Regression Analysis Enter method found that service marketing mix of price, promotion and physical evidence affected the decision making to visit the walking street of Chinese tourists at the statistical significance level of 0.05.
Keywords - Service Marketing Mix; Decision Making to Visit Walking Street; Chinese Tourists