Behavioral and marketing mix factors influencing tourists' purchasing decisions for OTOP products in the Thale Noi area, Khuan Khanun District, Phatthalung Province

Abstract

          This study aims to investigate the personal background of tourists, their purchasing behavior, and the marketing mix factors influencing their decisions to purchase OTOP products in the Thale Noi area, Khuan Khanun District, Phatthalung Province. The sample group consisted of 400 tourists visiting the Thale Noi area. Data were collected using questionnaires, and convenience sampling was employed to select the respondents. The data was analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that: 1)The majority of tourists are female, with an average age of 25.69 years. Most hold a bachelor's degree and are students. 2) Most tourists are visiting Thale Noi for the first time, usually during weekends, and prefer to travel by private car with their families, with an average travel time of approximately 4 hours. 3) Tourists place great importance on the overall marketing mix of OTOP products, with an average score of 4.03. The product aspect (average = 4.32) and the price aspect (average = 4.22) were rated at the highest level, while the place or distribution aspect (average = 3.87) and the promotion aspect (average = 3.61) were rated at a high level. Therefore, businesses and related organizations should prioritize marketing mix factors, as these can help facilitate tourists’ purchasing decisions and encourage them to buy OTOP products more easily.