การวิเคราะห์องค์ประกอบเชิงสำรวจของปัจจัยที่มีผลต่อการตัดสินใจซื้อผลิตภัณฑ์ของที่ระลึก

Abstract

The research had two objectives: (1) to investigate the differences in attitudes of Thai and international tourists toward factors influencing souvenir purchasing decisions, and (2) to conduct an Exploratory Factor Analysis (EFA) of the key factors influencing souvenir purchasing decisions. The research used a quantitative approach and a questionnaire as its instrument. The sample consisted of 256 Thai tourists and 162 international tourists, determined by sample size calculations based on a margin of error, and selected through purposive sampling to ensure relevance to the research objectives. Quantitative data were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, namely t-tests, f-tests, and EFA, with SPSS serving as the primary analysis tool. The findings revealed that most respondents were female and belonged to Generation Z and Generation Y. The results of the differences in attitudes indicated statistically significant variations: Thai tourists prioritized product-related factors such as product quality, local uniqueness, and creative design, whereas international tourists placed greater emphasis on sustainability and cultural value. Regarding price and distribution channels, international tourists valued payment flexibility and delivery services more than Thai tourists. In terms of promotion, both groups attached importance to confidence-building services and advertising/public relations. The EFA results identified three product-related factors: (1) branding, visual appeal, and packaging; (2) quality, convenience, sustainability, and representation of local identity; and (3) creativity, novelty, and product variety. The price factor comprised one component: reasonable pricing and diversity in payment methods. Distribution channels were categorized into two components: (1) convenience of purchase and product availability at points of sale, and (2) convenience and readiness in delivery services. The findings of this study offer helpful advice for developing marketing strategies that effectively address the needs of both Thai and international tourist segments.