Perception of Marketing Mix, Integrated Marketing Communications, and Perceived Value Affecting Foreign Travelers’ Purchase Intention of Souvenir Products in Bangkok, Thailand

Abstract

The main objective in this research study was to examine how Marketing Mixes (4Ps), Integrated Marketing Communication, and Perceived Value influence the Purchase Intention of Souvenir Products in Bangkok, Thailand. The study focused on foreign travelers interested in purchasing souvenir product, with a sample size of 400 traveler’s residing in Bangkok selected through convenience sampling. Data analysis utilized frequency, percentage, mean, standard deviation, and multiple linear regression. The findings revealed that Marketing Mixes (4Ps), Integrated Marketing Communication, and Perceived Value Factors significantly impact the Purchase Intention of Souvenir Products in Bangkok, Thailand at a significance level of 0.05.