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Abstract
This research aims to (1) to study the marketing mix for services to tourism. Malaysia's tourist and (2)
to study the travelling behavior of Malaysian tourists. The target place of the research is Hatyai district, Songkhla
province. The sample size was based on Yamane’s (1967), using questionnaires between 19 June to 3 July 2553
analysis of data mean percentage standard deviation. The research found that 1) most of the tourists are Buddist
single female, 30-39 years old, holding bachelor degree and work as government official with monthly income
about 30,001 -50,000 baht. 2) Most of the tourist travelled to Hatyai district on the purpose of relaxing, shopping
at the department stores. They came by bus provided by the tour agency and stayed at the hotel or resort. The
duration of their travelling was about 4.65 days. The Malaysian tourists know Hatyai district, Songkhla province
from it’s’ reputation and from those who came before. The average travelling expense of the tourist at each trip
was about 5,001-7,000 baht. 3)The market factors that most influence the travelling of Malaysian tourists were
factors on physical evidence, factors on prices, factors on people, factors on process, factors on products and
services, factors on market promotion and factors on distribution respectively. It was found that 100 % of the
tourists would like to come back, therefore, the government sector should pay attention to the tourism of Hatyai
district, Songkhla province for its sustainable tourism.
Key words: Malaysian Tourist, behavior, Service marketing mix
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