Marketing Mix Factors and Socio-Psychological Factors Affecting to Hotel Selection of Millennials Travelers in Pathum Thani Province
DOI:
https://doi.org/10.55164/ecbajournal.v16i4.267597Keywords:
Marketing Mix Factors, Socio-Psychological Factors, Decision-Making, MillennialsAbstract
This research aimed to investigate 1) the marketing factors and 2) the social and psychological factors that affect the decision-making process in selecting hotel services among millennials. The population and sample group comprised permanent and temporary residents of Pathum Thani Province, who resided in 7 districts. The processes employed were quota sampling selection and convenience sampling method to select 385 participants. The statistical analysis included percentage, mean, and standard deviation, along with the use of “multiple regression analysis”. The findings reveal that 1) marketing factors such as product, price, location, marketing contributions, manpower, process, and demographics significantly affect the decision-making process for hotel services among millennials in Pathum Thani Province. The correlation (R Square) is 75.3%, while the adjusted R Square is 62.7%, with a significance level of 0.00. Additionally, 2) social and psychological factors, including activities, interests, and opinions, also significantly impact the decision-making process for hotel services among the participants. The correlation (R Square) for this is 86.8%, and the adjusted R Square is 75.3%, with a significance level of 0.00.
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