full2010.pdf - page 1911

1873
P102
nªœž¦³¤šµŠ„µ¦˜¨µ—¦·„µ¦Â¨³¡§˜· „¦¦¤œ´„šn°ŠÁš¸É¥ªµª¤µÁ¨ÁŽ¸¥
Ĝ„µ¦¤µšn°ŠÁš¸É ¥ª°ÎµÁ£°®µ—Ä®n ‹´Š®ª´—Š ¨µ
Services Marketing Mix and Behavior of Malaysian Tourists
in the Tourist of Hat Yai, Songkhla
ž¦³¡´¥ ¡»œœšr1 ¨³ ¤»‹¨· œšr ·Š®r µ‡¦Á—µ 2*
Prasopchai Pasunon And Mujalin Singsakorndeacha
š‡´—¥n °
„µ¦ª·‹´¥Äœ‡¦´ÊŠœ¸Ê ¤¸ ª´ ˜™»ž¦³Š‡r ‡º ° 1) Á¡ºÉ°«¹„¬µž{ ‹‹´ ¥nªœž¦³¤šµŠ„µ¦˜¨µ—¦· „µ¦Äœ„µ¦¤µ
šn °ŠÁš¸É¥ª °Šœ´„šn°ŠÁš¸É¥ªµª¤µÁ¨ÁŽ¸ ¥ ¨³ 2) Á¡ºÉ°«¹„¬µ¡§˜·„¦¦¤ °Šœ´„šn°ŠÁš¸É¥ªµª¤µÁ¨ÁŽ¸¥Äœ„µ¦¤µšn °ŠÁš¸É¥ª
×¥Á¨º °„¡ºÊœš¸É°ÎµÁ£°®µ—Ä®n ‹´Š®ª´ —Š ¨µ Áž}œ¡ºÊœš¸ÉĜ„µ¦ª· ‹´¥ ×¥„ε®œ— œµ—˜´ª°¥nµŠ˜µ¤ÂœªšµŠ °Š
Yamane (1967) ×¥Á„ȝ¦ª¦ª¤ o °¤¼¨—o ª¥„µ¦Äo°™µ¤¦³®ªnµŠ 19 ¤·™»œµ¥œ – 3 „¦„‘µ‡¤ 2553 „µ¦
ª·Á‡¦µ³®ro°¤¼¨Äo‡nµ¦o°¥¨³ ‡nµÁŒ¨¸É¥ ¨³nªœÁ¸É¥ŠÁœ¤µ˜¦“µœ Ÿ¨„µ¦«¹„¬µ ¡ªnµ 1) œ´„šn°ŠÁš¸É¥ªnªœÄ®nÁž}œ
Á¡«®·Š ¤¸°µ¥» 30 - 39 že œ´ ™º°«µœµ¡»š› ™µœ£µ¡Ã— „µ¦«¹„¬µ°¥¼n Ĝ¦³—´°»—¤«¹ „¬µ ž¦³„°°µ¸¡
¡œ´„Šµœ °Š¦´“ ¨³¤¸¦µ¥Å—o˜n°Á—º°œ 30,001 – 50,000 µš 2) ž{‹‹´¥n ªœž¦³¤šµŠ„µ¦˜¨µ—š¸É nŠŸ¨˜n°„µ¦¤µ
Áš¸É¥ª °Šœ´„šn°ŠÁš¸É¥ªµª¤µÁ¨ÁŽ¸¥ ¡ªnµ—oµœ£µ¡¨´„¬–r ¤¸‡ªµ¤Îµ‡´¤µ„š¸É »— ™´—¤µ‡º ° —oµœ¦µ‡µ —oµœ»‡‡¨ —oµœ
„¦³ªœ„µ¦ —oµœ·œ‡oµÂ¨³¦· „µ¦ —oµœnŠÁ¦·¤„µ¦˜¨µ— ¨³—o µœn°ŠšµŠ„µ¦‹´—‹Îµ®œnµ¥ ˜µ¤¨Î µ—´ ¨³ 3) nªœ
Ä®nœ´ „šn°ŠÁš¸É ¥ª¤¸ª´˜™» ž¦³Š‡rĜ„µ¦Á—·œšµŠ¤µšn°ŠÁš¸É ¥ªÁ¡ºÉ°„µ¦¡´ „Ÿn°œ ¨³ÅžÁš¸É¥ªš¸É ®o µŠ¦¦¡· œ‡oµ ×¥
Á—· œšµŠ¤µÁž}œ¦™´ °Š„¨»n ¤¦·¬´ šš´ª¦r ¨³œ´„šn°ŠÁš¸É ¥ª Á¨º°„čo¦· „µ¦š¸É¡´ „ĜæŠÂ¦¤/¦¸ °¦r šÁž}œnªœÄ®n
宦´¦³¥³Áª¨µÁŒ¨¸É¥ °Š„µ¦Á—· œšµŠ¤µšn°ŠÁš¸É ¥ª‡º° 4.56 ª´œ œ´„šn °ŠÁš¸É¥ªµª¤µÁ¨ÁŽ¸¥¦¼o‹´ „°ÎµÁ£°®µ—Ä®n
‹´Š®ª´ —Š ¨µ‹µ„‡ÎµÁ¨nµ¨º° / °„˜n°‹µ„Ÿ¼o°ºÉœš¸É¤¸ž¦³„µ¦–rĜ„µ¦¤µšn °ŠÁš¸É¥ªÂ¨oª œ´„šn°ŠÁš¸É¥ª¤¸‡nµÄo‹nµ¥Äœ
„µ¦šn°ŠÁš¸É¥ªÂ˜n¨³‡¦´ÊŠÃ—¥ž¦³¤µ– 5,001 – 7,000 µš ¨³Áž} œš¸ÉœnµœÄ‹ªn µœ´„šn°ŠÁš¸É¥ª¦o°¥¨³ 100 ¤¸‡ªµ¤
ž¦³Š‡r š¸É‹³„¨´¤µšn°ŠÁš¸É¥ª°¸ „ —´Šœ´Êœ £µ‡¦´“‡ª¦š¸É‹³Ä®o‡ªµ¤Îµ‡´˜n°„µ¦šn°ŠÁš¸É¥ª °Š°ÎµÁ£°®µ—Ä®n ‹´Š®ª´—
Š ¨µ Á¡ºÉ°Ä®oÁ„·—„µ¦¡´ •œµ„µ¦šn°ŠÁš¸É¥ª°¥nµŠ¥´ÉŠ¥º œ
‡ÎµÎµ‡´ : œ´„šn°ŠÁš¸ É¥ªµª¤µÁ¨ÁŽ¸¥, ¡§˜·„¦¦¤, nªœž¦³¤šµŠ„µ¦˜¨µ—
1 Ÿ¼onª¥«µ˜¦µ‹µ¦¥rž¦³‹Îµ‡–³ª· š¥µ„µ¦‹´—„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦
Assistant Professor, Faculty of Management Science, Silpakorn University, Phetchaburi IT campus, 76120
2 œ´„«¹ „¬µž¦·µ˜¦¸ ‡–³ª·š¥µ„µ¦‹´—„µ¦ ¤®µª·š¥µ¨´¥«·¨žµ„¦ ª·š¥µÁ ˜µ¦œÁš«Á¡¦»¦¸ 76120
Bachelor’s Degree student, Faculty of Management Science, Silpakorn University, Phetchaburi IT campus, 76120
* Corresponding author : Ú¦«´¡šr 085-8335328 E-mail :J_jayza@hotmail.com 1