Aec Research

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RESEARCH ARTICLE

Needs of Malaysian and Singaporean Tourists for Visiting Songkhla Province, Thailand Siwarit Pongsakornrungsilp1, Pimlapas Pongsakornrungsilp2 and Chadamas Kaewsuksai3 1 M.B.A. (Business Administration), Lecturer, E-mail: psiwarit@wu.ac.th 2 M.S. (Parks and Recreation), Lecturer, School of Management, Walailak University 3 M.B.A. (Business Administration), Lecturer, Faculty of Management Science, Rajamangala University of Technology Srivijaya: Southern Campus

Abstract
This research aimed to studying the needs and the relation between personal characteristics and the needs of Malaysian and Singaporean tourists for visiting Songkhla Province, Thailand. Questionnaires were sent to 344 tourists who visited Songkhla Province. Chi-square was employed to test a hypothesis. Of all samples, 71.5 percent came from Malaysia and the remaining 28.5 percent from Singapore. In general, the demands for marketing mix were ranked high. The service process was rated highest among the tourism-marketing-mix needs. The next highest needs included landscape, service providers, prices, promotion, product and place, respectively. The hypothesis tests showed that personal factors such as gender, educational and annual income levels were related to the demands of the Malaysian and Singaporean tourists for visiting Songkhla Province.

Keywords: foreign tourist, Malaysia, Singapore, Songkhla province, tourism marketing, tourism - marketing mix

Songklanakarin Journal of Social Sciences and Humanities 13(1) Jan. - Mar. 2007: 19-31 √—∫μâπ©∫—∫ 28 ¡’π“§¡ 2548 ª√—∫ª√ÿß-·°â‰¢μ“¡¢âÕ‡ πÕ·π–¢ÕߺŸâ∑√ߧÿ≥«ÿ≤‘ 30 ‡¡…“¬π 2548 √—∫≈ßμ’æ‘¡æå 13 °—𬓬π 2549

Songklanakarin J. of Social Sciences & Humanities Vol. 13 No. 1 Jan. - Mar. 2007 20

Needs of Malaysian and Singaporean... Siwarit Pongsakornrungsilp, et al.

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