The relationship between the perception of marketing mix and satisfaction in the use of accommodation services among tourists in the Muak Lek district, Saraburi province
Keywords:
Marketing mix, satisfaction, tourist, relationship, accommodationAbstract
satisfaction in the use of accommodation services among tourists. The study also seeks to analyze the relationship between the perception of marketing mix (7Ps) and satisfaction in using accommodation services among tourists. The population for this study consists of 320 tourists who have used accommodation services in the Muak Lek district, Saraburi province. The research tools used for data collection include questionnaires, and statistical analysis methods include frequency, percentage, mean, standard deviation, correlation analysis, and multiple regression analysis.
The research findings reveal that the highest level of perception of marketing mix is in the physical aspect, rated as high, while the lowest is in the promotion aspect, rated as moderate. The analysis indicates that the marketing mix are price, personnel, processes, and physical has a significant statistical relationship with satisfaction in using accommodation services at a significance level of 0.05. However, the marketing mix related to products, location, and promotion shows no significant relationship with satisfaction in using accommodation services. This research concludes with beneficial recommendations and a body of new knowledge for accommodation business operators to use in improving their marketing management plans and enhancing satisfaction among tourists in the future.
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