Important Factors: the 3-Star Hotel Choosing in Mueang Nakhon Sawan, Nakhon Sawan Province

Abstract

          The research aimed to investigate 1) behavior of staying in the 3-star hotels, 2) important factors in choosing hotel services in Mueang Nakhon Sawan, Nakhon Sawan province affecting decision behavior for hotel staying. This research was quantitative research. The sample group consisted of 385 guests of the 3-star hotels in Mueang Nakhon Sawan, Nakhon Sawan province. Statistics used in data analysis include frequency, percentage, and Pearson chi-square.

           The results showed that 1) for the behavior of staying in the 3-star hotels of the sample group, regarding the frequency of staying in hotels in one year, most spent approximately 1-3 times per year. A reason for staying at the hotels in Mueang Nakhon Sawan district was for relaxation/tourism. The internet media was a channel for them to access the hotel information and choose the hotel to stay. The cost of staying in most hotels was set at a range between 500-700 baht per night. Most did not want to stay and were not certain at the same hotels. 2) For important factors in choosing the hotel services in Mueang Nakhon Sawan District, the service users mainly considered the cleanliness of the room and safety. Also, it was found that there was a relationship between the respondent’s occupations and personal factors. Occupation had no relationship with room cleanliness, safety, cheaper than other hotels at the same level. The beauty of the hotel/atmosphere and provisions of the services/tourism advice were at the significance level of 0.05