Marketing strategy influencing the decision of visitors to revisit accommodation business in Amphawa Sub-District Amphawa District Samut Songkhram Province

Abstract

Quantitative research aimed to study marketing strategies that influence decision-making to return to the accommodation business in Amphawa Sub-district, Amphawa District, Samut Songkhram Province. The instrument used a questionnaire. The sample includes 160 Thai tourists by the quota sampling method. Use inference analysis of statistics, including frequency, percentage, average, standard deviation, T-test, F-test, and multiple regression statistics.

The results showed that the sample population was the same number (50%) of women and men. Most of the samples were 20-29 years old, undergraduate students, students, and average monthly income was lower than or equal to 15,000 baht. The behavior of consumers found that the people who traveled were family/ relatives, with the purpose of resting, choosing a standard room type for 1 night, the location influenced to the visitors to stay, and the family/relatives were the most influential people to decide on the business service. In term of the marketing strategies, it was found that the product aspect (X₁), and the distribution channel (X₃) had an effect on the decision to revisit the service with the statistical significance of 0.05, the forecast equation was Y=0.443+(0.515)X₁+(0.364)X₃