THE INFLUENCE OF MARKETING MIX AND SERVICE QUALITY ON FOREIGN TOURISTS’ INTENTION TO STAY IN MEDIUM-SIZED HOTELS IN PHUKET

Abstract

This study aims to: (1) examine opinions on the marketing mix and service quality influencing foreign tourists’ intention to stay in medium-sized hotels in Phuket, (2) identify marketing mix components affecting this intention, and (3) explore service quality aspects with similar effects. A mixed-methods design was employed using questionnaires and interviews. Quantitative data were collected from 400 foreign tourists (n = 400) who had stayed in medium-sized hotels in Phuket, while qualitative insights were obtained through in-depth interviews with seven informants (n = 7) from the hotel sector. Quantitative data were analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple regression analysis, whereas qualitative data were examined through content analysis and presented narratively. The findings revealed high levels of agreement across all dimensions. Both the marketing mix and service quality significantly influenced tourists’ behavioral intention to stay. The regression results indicated that marketing mix variables explained 34.6% of the variance (R² = .346) in tourists’ intention to stay, while service quality demonstrated stronger explanatory power, accounting for 71.2% of the variance (R² = .712). Among the marketing mix factors, place, price, and product showed the strongest influence on tourists’ behavioral intention, highlighting the importance of accessibility, perceived value, and room quality. In terms of service quality, empathy, reliability, and responsiveness have been identified the most influential dimensions affecting tourists’ accommodation decisions. Overall, the findings suggest that medium-sized hotels should strengthen both marketing strategies and service quality practices, particularly by enhancing service responsiveness, maintaining competitive pricing, and improving accessibility through digital platforms and online travel agencies. These strategies may help medium-sized hotels increase competitiveness and attract international tourists in Phuket’s tourism market.