Consumer Values and Consumer Behavior toward Budget Hotels in Chiang Mai

Abstract

This research aimed to study the factors influencing consumers’ behavior in selecting budget hotels under the Theory of Consumption Values and to enable business operators to effectively apply the knowledge gained from the study to enhance business opportunities and competitiveness. The study targeted individuals who had previously stayed at budget hotels in Chiang Mai. A mixed-methods research design with triangulation was employed. Quantitative data were collected from 152 respondents using a survey questionnaire and analyzed using descriptive statistics, including means and standard deviations. Qualitative data were obtained through in-depth interviews with 15 informants selected using purposive sampling. The interview data were systematically organized, transcribed, and analyzed using content analysis. The research findings revealed that: 1) the factors influencing consumers’ choice of budget hotel, ranked in descending order of influence, were emotional value, functional value, social value, conditional value, and epistemic value; and 2) For hotel operators, applying the knowledge to enhance business opportunities and competitiveness should emphasize value for money through an appropriate balance between quality and price. In particular, operators should create experiences that integrate emotional value with functional utility, focus on designing distinctive physical identities and atmospheres that appear consumers’ senses and influence their psychological well-being, promote well-being, maintain cleanliness standards within limited budgets, and ensure convenient locations. In addition, flexible service strategies should be adopted to accommodate consumers from diverse cultural backgrounds. Importance should also be placed on modern and aesthetically pleasing design to respond to consumers’ online social communication behaviors. Furthermore, the use of environmentally friendly products should be encouraged to project a modern image that reflects concern for the environment