THE INFLUENCE OF MARKETING FACTORS ON THE BRAND LOYALTY OF THAI TOURISTS FOR ACCOMMODATION SERVICE SELECTION ON KOH LARN, CHONBURI

Abstract

          The aim of this research paper was to achieve the following objectives: 1) to study the relationship between the marketing mix and brand loyalty among Thai tourists for accommodation service selection on the island of Koh Larn, Chonburi, and 2) to examine the impact of the marketing mix factors on the brand loyalty of Thai people for accommodation service selection on Koh Larn, Chonburi. This research adopted a quantitative methodology and utilized a questionnaire as the data collection tool. The sample consisted of 112 Thai tourists who had stayed at least one night on Koh Larn. Data analysis employed descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics such as multiple correlation analysis and simple linear regression analysis.

          According to the research findings, the majority of the respondents were female Thai tourists born between 1980 and 1997 (Generation Y), single, employed in the private sector with a bachelor’s degree, and had a monthly income ranging between 20,000 and 30,000 baht. Most tourists visited Koh Larn for relaxation purposes and stayed for an average of 2 nights and visited 1 to 2 times per year. Marketing mix factors had a high-level correlation with overall brand loyalty (x = 3.87). When each aspect was considered, it was at a high level in all four aspects as follows: product (x = 3.83), price (x = 3.87), place (x = 3.92) and promotion (x = 3.85). For the marketing mix factors that influenced overall brand loyalty, there were three aspects: product, price, and promotion. Price had the highest positive influence (beta = 0.300), followed by marketing promotion (beta = 0.267) and product (beta = 0.219).