The Behavior in Choosing Resort of Tourists in Huai Mon Thong Subdistrict, Kamphaeng Saen District, Nakhon Pathom Province

Abstract

The purposes of this research were: 1) to study the tourists’ selection behavior in resort accommodation in Huai Mon Thong Subdistrict, Kamphaeng Saen District, Nakhon Pathom Province; 2) to study the marketing mix factors affecting the tourists’ selection behavior in resort accommodation in Huai Mon Thong Subdistrict, Kamphaeng Saen District, Nakhon Pathom Province; and 3) to study the relationship between marketing mix factors and tourists’ selection behavior in resort accommodation in Huai Mon Thong Subdistrict, Kamphaeng Saen District, Nakhon Pathom Province. Data were collected by questionnaires. The sample consisted of 400 tourists. The statistics used were frequency, percentage, mean, standard deviation and the Pearson correlation coefficient.

          The study found that most of the tourists lived in the central region, visited Huai Mon Thong for the first time, and travelled by vans. Most of them had business contacts: staying in a resort at a price range of 500-1,000 baht, spending one night, visiting in winter. The period of staying is in long holidays. The reason to stay at the resort was that the staff gave good services. Factors affecting decision making were found overall at a moderate level. With consideration of each aspect, it was found that the aspect with the highest average was service process; the aspect with the last average level was the distribution channel and resort location. The result of testing relationship between marketing mix factors and selection behavior in resort accommodation showed that there was a statistically significant positive correlation at 0.05 with a low level of correlation.