Behavior and Relationship Between Education Level and Marketing Mix Satisfaction of The Tourists at Don Hoi Lot (Tourism Destination) in Samutsongkham Province, Thailand
This research aims to investigate tourists’ behavior and to identify the relationship between the education levels of the tourist toward the marketing mix satisfaction at Don Hoi Lot, tourist attraction in Samutsongkham. The samples included 400 tourists at Don Hoi Lot in Samutsongkham. For data analysis, percentage, mean, standard deviation, and Chi Square were used to find the relationship of the independent variables based on a hypothesis.The following are the results of the study.
Most of the tourists were female, 224 in total (56%). The 172 number of them (43%) were aged between 20 and 30. The 277 number of the tourists (69.3%) had an educational level below a bachelor degree, and 138 of them (34.5%) were students. In addition, 279(69.8%) tourists took food home and 121(30.2%) tourists ate at Don Hoi Lot. Most of the tourists went to Don Hoi Lot by private car 323(80.8%) and 32(8%) of the tourists went by public bus. The result of hypothesis testing revealed that:
•There was a relationship between education level and satisfaction towards the product at .028 significant level.
•There was a relationship between education level and satisfaction towards the price at .000 significant level.
•There was no relationship between education level and satisfaction towards the place at .05 significant level.
•There was a relationship between education level and satisfaction towards the marketing promotion at .003 significant level.
•There was a relationship between education level and overall satisfaction at.043 significant level.
It is suggested that the administrator of Don Hoi Lot tourist attraction can take theeducation level factorto improve services in this attraction in order to reach the target group and increase the number of tourists. Moreover,the administrator should find an approach to increase the satisfaction level such as improving the natural landscape and providing more shaded parking space.
Keywords - satisfaction, marketing mix, Don Hoi Lot.