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The influence of service marketing mix on Korean cuisine traveling intention among generation Z of Thai population |
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| รหัสดีโอไอ | |
| Creator | Pongsavake Anekjumnongporn |
| Title | The influence of service marketing mix on Korean cuisine traveling intention among generation Z of Thai population |
| Contributor | Tunyaluk Anekjumnongporn, Tarntawan U-napark, Sun Mi Yoo, Je Hyuk Woo, and Chorong Kim |
| Publisher | Kasem bundit University |
| Publication Year | 2567 |
| Journal Title | Kasem Bundit Journal |
| Journal Vol. | 25 |
| Journal No. | 2 |
| Page no. | 38 - 52 |
| Keyword | Service marketing mix, cuisine traveling intention, generation Z of Thai population |
| URL Website | https://so04.tci-thaijo.org/index.php/jkbu |
| Website title | https://so04.tci-thaijo.org/index.php/jkbu |
| ISSN | 2672-9954 |
| Abstract | PURPOSES: To investigate the level of Korean cuisine traveling intention, compare Korean cuisine traveling intention with social-economic background, and study the influence of service marketing mix on Korean cuisine traveling intention among generation Z of Thai population. METHODS: It was a sample survey research. The questionnaires were collected from 709 respondents who were generation Z of Thai population which were selected by multistage sampling technique. RESULTS: It was found that generation Z of Thai population had a high level of Korean cuisine traveling intention. Generation Z of Thai population who had different genders were different in Korean cuisine traveling intention significantly (p<0.05). The service marketing mix influenced Korean cuisine traveling intention among generation Z of Thai population significantly (p<0.01). THEORETICAL/POLICY IMPLICATIONS: Travel agencies or people involved in the tourism business could use the research results as guidelines for appropriately organizing Korean cuisine traveling for generation Z of Thai population. |
