ปัจจัยที่ส่งผลต่อการตัดสินใจซื้อผลิตภัณฑ์กันแดดที่เป็นมิตรต่อสิ่งแวดล้อมทางทะเลของนักท่องเที่ยวในแหล่งท่องเที่ยวประเภทชายหาด (Beach Attraction) : กรณีศึกษาจังหวัดภูเก็ต

Abstract

The objectives of this research is to assess the Marketing Mixed Factors, the knowledge and attitude towards Ocean-friendly sunscreen of Beach attraction tourists in Phuket as well as an impact of demographics towards Marketing Mixed Factors, attitude and knowledge of Ocean-friendly sunscreen and lastly to analyse the factors affecting purchasing decision. The sampling were both Thai and foreign tourists who used general sunscreen and experienced both beach and ocean activities. Total of 400 samplings had been collected using Accidental sampling method in this research. The results has been found that the majority of samplings were female, the age ranging between 22-39 years old, Europe nationality, Bachelor's degree (or equivalent) educational level, employee occupation and with average income less than 50,000 Baht/month. The results of knowledge towards Ocean- friendly sunscreen has been found that the tourists had low level of knowledge. Levels of opinion in the attitude towards Ocean-friendly sunscreen purchasing decision was "Very strongly agree" and "Strongly agree" for Marketing Mixed Factors. Furthermore, the results had been found that the tourists are very interested in Ocean-friendly sunscreen supported by "Strongly agree" levels of opinion in both part of "I will purchase Ocean-friendly sunscreen although it is not my regular sunscreen brand" and "I will suggest to my friends and relatives to use Ocean- friendly sunscreen". The attitude and Marketing Mixed Factors in terms of "Price" and "Place" have been significant towards Ocean-friendly sunscreen purchasing decision at the level of significance 0.05. The results from Probit Model analysis has been found that the attitude, Oceania nationality and Marketing Mixed Factors in term of "Price" have affected the probability of purchasing decision of Ocean- friendly sunscreen.