Factors affecting the decision to use tourism services and services based on cultural influence (Soft Power) of foreign tourists, case study Siam Niramit (PHUKET) Company Limited

Abstract

The objectives of this research were: (1) to study the factors influencing foreign tourists’ decisions to use tourism and services based on cultural influence (Soft Power) at SIAM NIRAMIT (PHUKET) COMPANY LIMITED; (2) to examine the marketing mix factors affecting such decisions; (3) to compare these factors among foreign tourists; and (4) to explore the relationship between personal factors and decision-making related to tourism and services influenced by Soft Power. This study employed a quantitative research approach using a questionnaire administered to a sample of 385 Western tourists. Data were analyzed using descriptive statistics—frequency, percentage, mean, and standard deviation—and inferential statistics, including t-tests and F-tests at a significance level of 0.05.

The findings revealed that personal factors such as age, education, domicile, occupation, income, and travel purpose differed among respondents and had a significant influence on marketing mix factors related to their decisions to use tourism and service offerings based on cultural influence (Soft Power). Additionally, tourist behavior in choosing services associated with Soft Power was significantly related to marketing mix elements influencing decision-making. The results also indicated that cultural influence (Soft Power) had a statistically significant effect on foreign tourists’ decisions to use tourism and service offerings at the 0.05 level.