Buying Decision Behavior of Tourists’ Souvenirs in old Town, Songkhla
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Abstract
This research is aimed to study (1) tourists’ souvenirs buying behavior in Songkhla old town 2) influencing factors towards tourist’s souvenirs buying decision in Songkhla old town.This survey research is collected 400 samples by random sampling.These questionnaires are analyzed by percentage, average, standard deviation and likert scale (recommendation measurement technique) by rating scale.
The research results are found that 1) overall of tourists’ souvenirs buying selection behavior in Songkhla old town are high level especially for product aspect
2) influencing factors towards decision of tourist’s souvenirs in Songkhla old town for perception and needs aspect get from people recommendation who visit in Songkhla. Searching information aspect is mostly received from social media. Moreover, choice evaluation aspects are variety of products to choose. For decision aspect, tourists mostly make decision because of quality and benefit of product. Finally, for post purchase behavior aspect, most tourists will recommend information about souvenirs product to others.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License