SERVICE INNOVATIONS THAT AFFECT HOTEL SELECTION IN PHUKET

Abstract

          The present study aimed to achieve two primary objectives: (1) to examine the level of opinion regarding service innovation factors that influence hotel service selection in Phuket; and (2) to investigate service innovation factors that impact hotel service selection in Phuket, particularly from the perspective of tourists. The research design utilized a quantitative approach, with a sample group consisting of tourists who had utilized hotel services in Phuket at least once. The sample size of 384 was determined using the Cochran formula at a 95% confidence level, and data collection was conducted through selective sampling. A questionnaire was utilized to gather data on the level of opinion regarding service innovation factors that affect hotel selection in Phuket. The data were analyzed using frequency and percentage distribution, mean and standard deviation, and multiple regression analysis.

          The findings of the study indicated that service innovation factors had a significant impact on the selection of hotels in Phuket, with a high level of willingness to change being the most valuable factor followed by awareness of research and development (R&D) innovation, creative awakening, introducing new products and services, and the ability to implement innovations. The results of the forecast analysis further revealed that factors such as innovation perception, creative ability, R&D awareness, and introducing new products and services had a significant influence on the choice of hotel services in Phuket. The study provides valuable insights into the factors that are most likely to influence tourists' decision-making processes when selecting hotels in Phuket, and highlights the importance of developing and implementing innovative strategies to enhance the quality of hotel services and improve customer satisfaction.