MARKETING MIX FACTORS AFFECTING CAMERA RENTAL DECISIONS OF TOURISTS IN PHUKET

Abstract

This research were to marketing mix factors affecting camera rental decisions of Tourists in Phuket. To examine the relationship between of marketing mix factors affecting camera rental decisions of Tourists in Phuket. This quantitative research utilized a sample of 150 tourists who had previously rented cameras in Phuket province. Questionnaires were used as the research instrument, and statistical analysis included percentages, means, standard deviations, and multiple regression analysis. The research findings revealed that the majority of tourists renting cameras in Phuket province were female, aged between 25-30 years, single or in a relationship, working as private company employees, with an income ranging from 20,001-30,000 baht, and all were Thai nationals. The study concluded that marketing mix factors significantly influence tourists' decisions to rent cameras in Phuket province, with an R-squared value of 0.808 at a significance level of 0.05. Specifically, factors such as sales promotion, physical evidence, product, service process, and distribution channels were found to significantly influence tourists' camera rental decisions in Phuket province.