DIGITAL INTEGRATED MARKETING COMMUNICATIONS AND SERVICE MARKETING MIX FACTORS TOWARD TRAVELLING DECISIONS IN THE LOWER NORTHERN REGION

Abstract

The purposes of this research were 1) to study digital integrated marketing communications, service marketing mix and travelling decisions in the lower northern region, 2) to analyze the correlation between digital integrated marketing communications, service marketing mix and travelling decisions in the lower northern region, and 3) to examine the influence of digital integrated marketing communications and service marketing mix toward travelling decisions in the lower northern region. The sample consisted of 400 tourists of travelling in the lower northern region using quota sampling and simple random sampling, respectively. The research instrument was a questionnaire and the reliability value was .908. The statistics used in data analysis were frequency, mean, standard deviation, Pearson’s product-moment correlation coefficient and multiple regression analysis.
The research found that; 1) Digital integrated marketing communications, service marketing mix and travelling decisions was overall and in each individual aspect was at the highest level. 2) Relationship between digital integrated marketing communications, service marketing mix factors affecting travelling decisions was at the high level at .01 statistically significant level. 3) Digital integrated marketing communications, service marketing mix factors can influence travelling decisions in the lower northern region.