Factors Affecting the Decision Making a room reservation on the Online Travel Agents (OTAs) of People Living in Nakhonratchasima Municipality

Abstract

The purposes of this study were to investigate a study the influence of motivation confidence marketing mix factors affecting decision making a room reservation on the online Travel Agents (OTAs) of People Living in Nakhonratchasima Municipality. This research uses questionnaires as data collection tool. The population are 400 male and female choice for using services of coffee shop in Nakhonratchasima Municipality that have using services of a room reservation on the online Travel Agents (OTAs). The data was analyzed by using statistic software to calculate the percentage, average, and standard deviation. Inferential statistics were Correlation coefficient and multiple linear regression. The findings were as follows 1) The degree of importance of the motivation factor confidence factor and marketing mix factors were on the highest level. The mean values were 4.12, 4.11 and 4.08, respectively. 2) The results of the multiple linear regression revealed that motivation confidence Marketing mix factors affecting decision making a room reservation on the online Travel Agents (OTAs) statistically significant at a level of 0.01 The forecasting variable of coefficient in them of standard score (β) were 0.023, 0.066 and 1.012 respectively, the results have powered public mind by 72.30% (Adjust R2 = 0.723). The most important weights of marketing mix. These have shown in the following equation: DS = -0.471 + 1.012 (MK) + 0.066 (CD) + 0.023 (MT)