Cluster analysis of New Normal Hotel purchasing and using behavior a case study of Bangkok consumers

Abstract

       The purpose of this research to cluster New Normal Hotel purchasing by using study behavior of Bangkok consumers hotel purchasing. Samples in this research were 400 hotel consumers in 10 districts of Bangkok, completed questionnaires were analyzed through Descriptive, frequency, percentage, mean, Standard Deviation and Cluster analysis.
       The findings indicated that the hotel users can be grouped differently between groups and there are similarities within the three groups. It is a group that clearly distinguishes from the rest groups and has the same quality level in each standard. Group 1 named the group as “Hotel user groups who have buying and using quality services that are of very standard” (37 percent), Group 2 named the group as “Hotel user groups who have buying and using quality services that are of less standard” (28.75 percent) and Group 3 named the group as “Hotel user groups who have buying and using quality services that are of moderate standard” (34.25 percent)
       Group 1 hotel user groups who have buying and using quality services that are of very standard the mean of each variable is noticeably higher than group 2 and group 3. There is a positive mean in all standards which means hotel user group 1 higher quality standards than hotel users in group 2 and group 3 in all standards. Group 2 hotel user groups who have buying and using quality services that are of less standard. There is a negative mean in all standards which means hotel users in group 2 are of lower quality than those in group 1 and group 3 in all standards. Group 3 hotel users who have bought and used quality services that are of moderate standard overall the mean of each variable is less in terms of purchasing behavior especially participants who purchased less than the total average -.25 of the standard deviation. Secondary Behavior in using topic, how to use less than the total average -.11 of the standard deviation.