Factors Affecting European Tourists' Decision to Choose a Small Hotel in Phuket

Abstract

The objectives of this article are 1) to study the behavior of European tourists using inns in Phuket, and 2) to study the marketing mix factors (7Ps) affecting tourists' decision to choose inns in Phuket. Europe, and 3) to study European tourists' decision to choose a small hotel in Phuket. Classified by personal characteristics Mixed Methods with research tools such as questionnaires and interviews. There are two sample groups: 1) European tourists. Using the Taro Yamane formula at the error level of 0.05, 400 people were using a convenient sampling method. Data collected from questionnaires were analyzed using descriptive statistics, consisting of using frequency, mean, standard deviation, t-Test, ANOVA: F-test, Multiple Comparison, Least Significant Difference (LSD), and Multiple Regression Analysis. Seven entrepreneurs or hotel managers used a semi-structured interview form. used to analyze content and write a descriptive narrative.

The results of the research revealed that 1) Most of them used to use accommodation in a small hotel (between 1-10 times or more) with more expenses than the previous time. Most rooms are reserved 1–3 weeks in advance. There are reasons for choosing cheaper services. Have the characteristics of booking accommodation by making your own travel arrangements. 2) Marketing mix factors (7Ps) were at a high level in all aspects. By product factor distribution channels distribution promotion and physical characteristics 3) Gender, Age, Occupation There are different decision to use the service of small hotels in Phuket. And marketing mix factors (7Ps) including product side distribution channels distribution promotion and the physical aspect affects the decision to choose a small hotel in Phuket of European tourists.