ABSTRACT
This research is imperative for restaurant owners. The key success of marketing mix is evaluated as in combination concept based on conjoint analysis. The objective of the study is extracting the successful combination for selecting restaurants of Thai Free Individual Traveler (FIT). The sample of study is drawn by using convenience sampling from mobile booking application users aged 21–50 years who traveled individually and made decisions to select the restaurant within the past six months. The questionnaires are distributed through online. There are 400 samples randomly selected in the study. Importantly, four attributes of combination in the study consist of four levels of food, three levels of category, four levels of restaurant, and four levels of price. According to conjoint analysis results, the important level of attributes for selecting the restaurant are type of food, with the importance value about 35.294; price, with the importance value about 28.831; restaurant, with the importance value about 23.124; and category, with the importance value about 17.163, respectively. The best combination of marketing mix to select the restaurant of FIT traveler is Chinese Food, A La Carte, Kiosk, with the price more than 800 baht/person.
