The Marketing Factors Influencing the Selection of Accommodations in the Less Visited Area in the Eastern Region in Thailand: A Case Study of Chantaburi Province
Keywords:
Primary city, secondary city, 7PS marketing mix, electronic word of mouth communicationAbstract
This research objectives were to (1) to study the decision to use the accommodation in the secondary city tourist attraction Eastern region of Thai tourists. (2) to compare the decision to use accommodations in the secondary city attractions Eastern region of Thai tourists classified by demographic characteristics and (3) to study 7PS marketing mix and electronic viral communication that affects the decision to use accommodation in a secondary city tourist destination Eastern region Chanthaburi Province of Thai tourists. A quantitative research was employed by using the questionnaire. The data were collected from Thai tourists who decided to use accommodation in the secondary city in the Eastern region of Thailand Chanthaburi province, consisting of 338 people. The statistics used for data analysis were frequency distribution, percentage, mean and standard deviation. The statistics used to test hypotheses are t-test, variance analysis, F-test, variance analysis, mean pairing by LSD (Least Significant Difference) and multiple regression analysis.
The results showed that most of the respondents were female who aged between 20-30 years with bachelor’s degree or equivalent, single status and student. The average monthly income was less than 15,000 baht. The marketing mix of 7PS affected the decision to use accommodations in the secondary city attractions in the Eastern region Chanthaburi province was at the highest level (x ̅= 4.82) and electronic word of mouth communication affected the decision to use the accommodation in the secondary city attractions in the Eastern region Chanthaburi province was also at a high level (x ̅= 4.24). The hypothesis testing found that with multiple regression analysis using the enter method (Enter). The overall marketing mix factors (7PS) and electronic word of mouth communication (E-WOM) together had a positive relationship with the decision to use accommodation in a secondary city in the eastern region of Thailand, a case study of Chanthaburi province is .758 and can predict together. The decision to use hotel accommodation in the secondary city tourist areas in the Eastern region of Thailand in a case study of Chanthaburi province was up to 57.5 percent (R2 = .575)
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