FACTORS AFFECTING THE PURCHASE DECISIONS OF CHINESE TOURISTS ON THAI SEAFOOD SNACKS

Abstract

This study examines the factors influencing Chinese tourists’ purchase decisions on Thai seafood snacks, focusing on the 4P marketing mix—product, price, place, and promotion—and demographic variables such as gender, age, education, income, and occupation. As Chinese tourists are a major consumer group, the findings offer key insights for marketing strategies in this sector. A quantitative method was used, with survey data from 400 Chinese tourists aged 18 and above who visited Thailand. Independent samples t-tests and one-way ANOVA revealed significant differences in purchasing decisions by gender (t = -34.173, p < 0.001), education (F = 3.009, p = 0.030), income (F = 4.285, p = 0.002), and occupation (F = 3.034, p = 0.017), but not by age (F = 0.200, p = 0.896). Correlation analysis showed that all elements of the 4P mix positively affected purchase decisions, with promotion (R = 0.942, p < 0.001) and place (R = 0.930, p < 0.001) having the strongest influence. These results highlight the importance of distribution channels and promotional efforts in the travel retail market. Although the findings are context-specific to Thailand, they suggest practical strategies such as improved product design and targeted digital promotion to boost Chinese tourists’ purchase decision. This study adds to marketing literature by analyzing consumer responses to marketing stimuli and offers guidance for Thai seafood snack brands facing global competition in tourism markets.

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