Service Marketing Concept of Staycation Hotel Business in Bangkok
Keywords:
Concept, Staycation, Service MarketingAbstract
The objectives of this quantitative research are (1) to study the demographic characteristics of tourists (2) to study the importance of factors affecting the use of hotel business services, and (3) to analyze the components of the service marketing concept of the staycation hotel business. The target population is a group of tourists who ever used staycation hotel ‘s services in Bangkok. The 400 samples were collected by purposive random sampling technique only for Thai tourists who used to use the staycation hotel business in Bangkok where the calculation of the sample is based on the unknown population size formula. The questionnaire is used as a research tool to collect data. Data analysis and data description consiste of frequency, percentage, mean, standard deviation and factor analysis. The research results revealed that (1) the demographic characteristics of tourists were mostly males aged between 30-39 years. In addition, most of them was single which had a bachelor's degree. Moreover, they largely had a career as an employee of a private company with average monthly income about 15,001-35,000 baht (2) the tourists gave importance to factors affecting the overall use of staycation hotel services at a high level. If we considered each apects in descending order, it found that the aspect with the highest average was the factor of equipment and facilities. Then it followed by the factor of service technology. The least important factor is the physical factor. Finally (3) the conceptual principles of service marketing of the staycation hotel business consisted of 5 principles, namely service and attention, good value, convenience and safe, fast and easy to access, and image making.
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