Marketing Mix Factors Affecting the Decision Making of Foreign Tourists in Using Hotel Services in Thailand

Abstract

          This research article has the following objectives: 1) To examine the marketing mix factors 2) To study foreign tourists’ decision-making in using hotel services in Thailand 3) To compare foreign tourists’ decision-making in using hotel services in Thailand, classified by demographic characteristics 4) To investigate the marketing mix factors that influence foreign tourists’ decision-making in using hotel services in Thailand. This study is quantitative research. The sample group consisted of 400 foreign tourists who used hotel services in Thailand. A questionnaire was used as the research instrument, and purposive sampling was applied. Data were collected by distributing questionnaires to foreign tourists, who completed them directly. The completed questionnaires were recorded in the SPSS program for data analysis. The statistical tools used for analysis included percentage, mean, t-test, F-test (One-Way ANOVA), and Multiple Regression Analysis.

           The research findings revealed that 1) The overall level of importance of the marketing mix factors was found to be at a very high level. 2) The decision-making of foreign tourists in using hotel services in Thailand was found to be at a high level of agreement overall. 3) A comparison of foreign tourists’ hotel service utilization decisions in Thailand, examining whether differences in gender, educational level, and marital status influence their decisions to use hotel services in the country. 4) The marketing mix factors product, price, place (distribution channels), promotion, people, process, and physical evidence had a statistically significant influence on the decision-making of foreign tourists in using hotel services in Thailand, at the 0.05 level of significance.