Marketing Factors influence Making Decision on Lodging Service at Ao Nang in Krabi Province, Thailand

Abstract

The aim of this study was to investigate the marketing factors, and personal factors that influence making decision on lodging service at Ao Nang in Krabi Province, Thailand. The data were collected using 385 questionnaire with foreign tourists who stay around Ao Nang area. The sampling was selected using accidental sampling. The data were statistically analyzed through percentage, frequency, mean, t-test whereas one way Anova and Pearson’s Product Moment Correlation Coefficient were also employed. The findings show that the differences in personal factors have an effect on the decisions in regard to types of lodging, room choices, channels of making reservations and travelling individuals. On the other hands, marketing factors, products/services and service processes are correlated with decisions on choices of daily lodging expenses. In addition, marketing promotions are relevant to the decisions on selecting the lodgings in all aspects whereas the physical aspect is correlated with the selection on duration of stay at a statistical significant level of 0.05.