Marketing Communication Factors Affecting Tourists’ Perception of Service of Hotel Industries in Southern Border Provinces

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Kritsadee Phuangrod
Suwanat Thongsongyod


This research aimed to study tourist perception factors regarding hotel services as a marketing communication element to construct a predictive equation of the factors. The use of accidental random sampling revealed a total of 400 samples staying in hotels located in Sothern Border provinces.
The study’s predictive variables included advertising, public relations, sale promotion, personal selling, and direct marketing. A criterion variable was the tourists’ perception of the service of hotel industries. Data were collected by questionnaires. Data analysis was conducted using the Stepwise Multiple Regression and the predictive equation.
The study revealed that the influence level of the overall factors affecting marketing communication is high; e.g., advertising, public relation, sale promotion, personal selling, and direct marketing. When calculated separately, each factor is also found highly effective.
Stepwise multiple regression analysis revealed that factors like personal selling (X4), advertising (X1), public relations (X2), and direct marketing (X5) can predict tourists’ perceptions of the service offered by the hotels with multiple coefficient value (R) of .661, 43.70% of forecast power, and statistical significance at .01. The forecast equation in the form of raw score can be written as follows:
Y = 1.722 + 0.322 X4 + 0.228 X1 - 0.101 X2 + 0.141 X5


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