Factors Affecting Five-Star Hotel Selection of Thai Tourists in Muang, Dictrict Chiang Mai Province

Abstract

Factors Affecting Five-Star Hotel Selection of Thai Tourists in Muang district, Chiang Mai province aimed to 1) study the relationship between demographic characteristics that affect the selection of five-star hotels in Muang district, Chiang Mai province, 2) study the factors of marketing mix that affect the decision to choose a five-star hotel in Mueang district, Chiang Mai province, and 3) study the factors of service quality affecting the selection of five-star hotels in Mueang district, Chiang Mai province. It is a quantitative research using a survey study method to collect information from a questionnaire. The sample group is 400 Thai tourists who stay in Muang district, Chiang Mai province by using descriptive statistics analysis: frequency, percentage, mean and Standard Deviation, and statistical analysis of inferential results. Test for differences using t – test, F test, and test the difference of mean individually, Least Significant Difference (LSD) test, and correlation test were performed using Chi-Square test.

        The research revealed that the demographic characteristics of the respondents are more females than males with the age between 31-40 years old with a Bachelor's degree who are employed as a private company employee with an average monthly income over 60,000 Baht. 1) Service marketing mix factors of greatest importance are creation and presentation of physical characteristics, personnel, price, processes, location or distribution channel; and marketing promotion, respectively. Also, the product aspect is of great importance. 2) The factor of service quality gives the highest priority, for instance customer response, trust, confidence to customers, knowing and pleasing customers, and concrete aspects of the services, respectively. 3) The decision to use the service at the highest level is the satisfaction of the hotel services. The results of hypothesis testing showed that 1) demographic factors of education level influence the choice of hotel service differently, with lower than Bachelor's degree tourists choosing to use hotel service lower than those at the Bachelor and higher degree level; 2) Relationship test of the hotel service marketing mix factor correlated with the choice of hotel service. Through the personnel aspect reaches the highest relationship, followed by the process, aspects of creating and presenting physical characteristics, marketing promotion, location or distribution channels, price, and product, respectively. 3) Service quality factors correlate with the choice of hotel service among Thai tourists in Muang district, Chiang Mai province: knowing and pleasing customers reach the highest relationship, followed by the customer response, trust, confidence to customers, and concrete aspects of the services, respectively.