Marketing Mix Affecting Foreign Tourist Behavior’s Decision in Using the service of Hotels in Phra-Nakhon, Bangkok

Abstract

           This research aims to study 1) the behaviors of foreign tourists’ decision in using the service of hotels in Phra-Nakhon, Bangkok. 2) the marketing mix affecting foreign tourist behavior’s decision in using the service of hotels in Phra-Nakhon, Bangkok. Is a quantitative research. The instrument used in the study is the questionnaire Statistics used in data analysis included descriptive statistics using Independent Sample T -Test with One-Way ANOVA, Multiple Comparisons (Post Hoc Test)

           The results of this research found that 1) The results of all of a personal data on marketing factors that affect the behavior of the decision to use hostel services are not different. There was a significant variance between groups at .05 level in all aspects. When analyzing differences in pairs. 2) foreign tourists who decide to use the hostel mostly factors are price, people, process, place, physical evidence, product and promotion at least. And the researcher suggested that the image of the hostel's decor should be improved to have its own identity or one of the highlights in attracting the decision to stay at a hostel such as Loft style or modern style for the benefit of being cost effective due to the current popularity of Vlog make a review or take pictures about places to travel or stay. It considered to help promote the hostel to be more well-known. Should be checked and updated if the room or facilities are damaged every month or every week. and should increase sales promotion, special price discounts for foreign tourists who stay for a long time.