ELECTRONIC WORD OF MOUTH AND SERVICE MARKETING MIX AFFECTING DECISION MAKING THAILAND’S TOURISM OF GENERATION Y

Abstract

The objectives of this research were 1) to study the level of opinion on the Electronic Word of Mouth, Service Marketing Mix and Decision-Making Thailand’s Tourism of Generation Y, 2) to study of Electronic Word of Mouth Service Marketing Mix Affecting Decision Making Thailand’s Tourism of Generation Y. Data were collected by using an online questionnaire with accidental sampling. The samples were 384 Generation Y born 1981-2000 about 384 people. Data were analyzed with descriptive statistics: percentage, mean, standard deviation and the inferential statistics by enter multiple regression analysis.

The findings of the research revealed that most of respondents who filled out the questionnaire were single females; age between 26 and 29 years, and most of their education was bachelor’s degree and single. Live in northern of Thailand. They worked for employees of private company and earned an average monthly income of 10,000 – 20,000 baht. They mostly travel by private car and receive electronic word of mouth by Faceb๐๐k. Their favorite location was northern of Thailand, Natural Based Tourism. The level of opinion on the electronic word of mouth were at the high level. The service marketing mix factors was considered to be the highest that concerned about products. The decision to Travel were considered the high level. The enter multiple regression analysis showed that the electronic word of mouth affecting decision making Thailand’s tourism of generation Y by having the regression coefficient of 0.689. The regression coefficient of the service marketing mix factors was 0.214 respectively, and the statistically significant was at 0.01 level.