¹Praputhson Piakson,²Natcha Techaruwichit,³Thichacha Boonruangkhao,⁴Nutsiya Chaiarun

^1,2,3,4Praputhson Piakson Faculty of Business Administration Bangkok Thonburi University

DOI : https://doi.org/10.47191/ijsshr/v6-i1-97

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ABSTRACT

This research aimed to study the tourists’ selection decisions of tourist destinations in Chonburi province and to study the influence of experimental marketing strategies which affect the selection decisions of tourists in Chonburi province. The sampling is foreign tourists who visit Chonburi province. This research is a quantitative study by uses descriptive statistics. The research instrument consisted of the questionnaire which was analysed by a statistic; percentage, mean and standard deviation. Demographic data are gender, age, nationality, education, revenue, and occupation. The considerations in the dependent variable of the independent variable are experimental marketing theory is consisted of 1.) sensation 2.) feeling 3.) thought 4.) action 5.) association. The results of the research of personal data analysis in foreign tourists in Chonburi province found that most of the sample group were female, aged 26 - 30 years, education level is a bachelor's degree, revenue between 6,001-9,000 $ per month, occupations of were government officer/government employees, 2-3 of family members. Most of them love natural resources because there are cultural diversity and experiential travel days are about 4 - 6 days. Experimental marketing tourism levels in sensation and feeling are thought medium, Additionally, experience marketing tourism levels in action and association are high. Hence, experimental marketing has high influencing on tourists' decisions to choose tourist destinations in Chonburi province.

KEYWORDS:

Experimental Marketing, Marketing Strategy, Chonburi province

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VOlUME 06 ISSUE 01 JANUARY 2023