Factors that Affect Hotel Selection in the Natural Tourism Area of Nakhon Ratchasima

Abstract

The research objectives were to study to the factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima, to compare the factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima classified by personal factors, and to propose development guidelines of the factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima. The population included Thai tourists staying at least one night at the natural tourism area of Nakhon Ratchasima, January 2020. The sample size was 400 Thai tourists, the research tool was the estimate rating–scale questionnaire. The statistics used in data analysis were the percentage, mean, standard deviation, t-test (independent samples) and F test (One-way ANOVA). The research findings were:

1. The factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima, the overall were the high level. For each aspect when sort the average from highest to lowest were the place (location) aspect, the service processes aspect, the price aspect, the promotion aspect, the product aspect, the physical evidence aspect, and the people aspect, respectively.
2. The Thai tourists with difference of gender and monthly average income had the opinions of the factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima, were not different.
3. The guidelines of the factors that affect hotel selection in the natural tourism area of Nakhon Ratchasima. attention to choosing the location of the hotel, with beautiful scenery, the entrepreneurs should pay attention to the hotel information through various channels, the entrepreneurs should set prices that are appropriate for the quality and service, the entrepreneurs should provide regular marketing promotion activities, the entrepreneurs should pay attention to the cleanliness of the room and accommodation, the entrepreneurs should arrange the atmosphere and choose a location with good and quiet atmosphere, the entrepreneurs should direct and take care of the staff with a cheerful, polite and friendly service.