The main objective of this research was to study satisfactions of marketing factors that make American tourists choose to revisit Thailand. While dependent variables were gender, age, and education, independent variables were satisfactions in four important areas of marketing mix which are product, price, place, and promotion. The samples used in this research were 400 inbound and outbound American passengers who were at the Suvanabhumi Airport. Questionnaires are used for collecting the data. Descriptive statistics used in this research include percentage, mean, and standard deviation. The findings of this research found that 96% of American tourists wanted to come back to Thailand again. Also, 97 % of American tourists who have visited Thailand wanted to tell friends and family to visit Thailand. The overall level of satisfaction about market factors was “satisfied”. The image of Thailand in the eyes of American tourists includes Thai food, Thai culture, and Thai beach. The most Thailand was the recommendation from friends and family.

Credit : กวิน วงศ์ลีดี

https://so05.tci-thaijo.org/index.php/irdssru/article/view/212723