Marketing Mix Factor Strategy to Promote Tourism in Thailand in Supporting Solo Tourists

Abstract

This study was conducted to learn about behaviors, expectations, and satisfaction of solo tourists who chose to come to Thailand to suggest an improvement guideline for Thailand to support solo tourists. The population of this study consisted of 400 domestic and international tourists that were solo tourists who chose to come to Thailand. The data was collected using a questionnaire and analyzed using descriptive statistic analysis by percentages, frequencies, averages and standard deviations, with inference statistic analysis methods of, namely, a t-test, Analysis of Variance (ANOVA) and Pearson correlation coefficient, to test the hypotheses. The result found that tourists mostly spent around [to 5 day(s) each trip, spent around THB 20,001 to THB 30,000 (USD 637 to USD 956), and used online social media platforms to find information about their destinations. The tourists reported to be satisfied with locations and services the most, with safety and safety facilities in respective places. The recent finding also found that tourists were satisfied with locations and services of Thailand the most. The hypothesis test result found that solo tourists with various durations spent and various tendencies of future visits were satisfied with tourism in Thailand differently. It was also found that the expectations of coming to Thailand could be related to satisfaction of solo tourists towards tourism in Thailand with a statistical significance.