The motivation of Thai tourists using pet-friendly hotel chains in the Hua Hin district, Prachuap Khiri Khan Province
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Abstract
This research investigates the behaviors, needs, and motivations of Thai tourists who choose pet-friendly hotel chains in the Hua Hin district of Prachuap Khiri Khan Province. The study aims to: 1) explore the behavior and demands of Thai tourists at pet-friendly hotels in Hua Hin; 2) identify the motivations behind their hotel choices; and 3) analyze the influence of these motivations on their decision-making process. Employing a quantitative methodology, the study surveyed 400 Thai tourists staying at various pet-friendly hotels, including Ibis Hua Hin (3-star hotel in the Accor group), Dusit D2 Hua Hin (4-star hotel in the Dusit group), and Hyatt Regency Hua Hin (Hyatt group). Data were analyzed using statistical tools such as frequency, percentage, mean, and standard deviation, along with Exploratory Factor Analysis (EFA) to further understand the motivational factors affecting consumers' hotel choices. The results indicated that both push and pull factors significantly impact tourists' decisions, with amenities and services being key determinants. These findings can assist in developing targeted marketing strategies and service improvements to effectively attract more tourists to pet-friendly accommodations
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