Determinants of Dog Parents’ Intentions to Choose Dog Friendly Accommodations: The Role of the Service Marketing Mix (7Ps), Pet Attachment, and Demographic Factors

Abstract

Aim/Purpose: This study aimed to explore factors associated with dog-parents’ intentions to choose dog-friendly accommodations when traveling.

Introduction/Background: Changing lifestyles and the shift from pet owners to “pet parents” have driven higher spending on pet-related products and services, with dogs emerging as the most popular “pet kids” in Thailand. Traveling with pets is now common, generating strong demand for pet-friendly accommodations. By January 2023, dogs accounted for the largest share of pets in Thailand (40.4%).

Pet attachment plays an important role in shaping dog parents’ behavior, particularly in consumption and travel decisions. Strong emotional bonds between dog parents and their dogs encourage the perception of dogs as family members, thereby increasing the likelihood of selecting accommodations that cater to both parents' and their dogs’ needs, particularly those with dog-friendly environments and overall well-being.

The service marketing mix (7Ps) provides a comprehensive framework for understanding the relationship between service strategies and consumer behavior in service industries. In the context of pet-friendly accommodations, effective implementation of this marketing mix enables providers to align their offerings with dog parents’ intention to choose such accommodations when travelling.

This study addressed how the service marketing mix, pet attachment, and demographic factors were associated with dog parents’ intentions to choose dog-friendly accommodations.  

Methodology: The conceptual framework included the service marketing mix, dog attachment, and demographic factors as independent variables to examine dog parents’ intentions. A quantitative approach was used, with an online questionnaire distributed to dog parents in Bangkok and metropolitan areas who had traveled with their dogs. The questionnaire was approved by the university ethics committee before distribution.  Of 428 responses, 400 complete questionnaires were analyzed using descriptive statistics, one-way ANOVA, and multiple regression.

Findings: The results indicated that the service marketing mix (7Ps), dog attachment, and demographic factors of the respondents were partially and significantly associated with dog parents’ intention to choose dog-friendly accommodations when travelling. Physical evidence, process, and promotion varied significantly with dog parents’ intentions within the service marketing mix.  Regarding the dog attachment variable, dog parents often traveled with their dogs and brought them along when visiting friends and family. They perceived their pets as loyal buddies and felt closer to them than some friends or family members.

The intention to choose dog-friendly accommodations differed across the demographic characteristics of dog parents. Gender was categorized into four groups: male, female, LGBTIQA+, and prefer not to say group. The ‘prefer not to say’ group demonstrated a statistically significant difference in intention compared to the male, female, and LGBTIQA+ groups (p < .001).

Age also played a crucial role. Respondents aged 59 or older (retirees) reported significantly higher intention compared to all other age groups. Regarding occupation, dog parents employed in the government or state enterprise sector showed statistically different intentions compared to those working in private companies and those who were self-employed or business owners. Similarly, retirees showed a significantly different level of intention compared to private company employees and self-employed respondents.

In terms of education level, only dog parents with less than a bachelor’s degree reported a statistically significant difference in intention compared to those with a bachelor’s degree or higher. Considering residential areas, dog parents in Bangkok had different intentions compared to those residing in Nonthaburi, Nakorn Pathom, Pathum Thani, Samut Sakhon, or Samut Prakan. Similarly, dog parents in Nonthaburi, Nakorn Pathom, Pathum Thani, and Samut Sakhon reported significantly different intentions compared to dog parents in Samut Prakan.

Contribution/Impact on Society: This study contributes to the advancement of academic knowledge and to broader societal understanding by examining how dog attachment, together with service marketing mix strategies (7Ps), shape consumers’ behavioral intentions. It highlights the importance of integrating pet-friendly considerations into hospitality offerings. The findings provide actionable insights and serve as practical guidelines for designing and delivering dog-friendly accommodations that meet their expectations.

Recommendations: Becoming a dog-friendly hotel can significantly boost sales. To attract this segment, hotels should clearly communicate their dog-friendly policies, including rules on dog type and size, designated pet zones, damage and liability terms, leash requirements, noise control, and applicable fees. Transparent guidelines reduce misunderstanding and create positive experiences for both dog parents and the hotel.

Research Limitation: This study was limited to dog parents residing in Bangkok and its metropolitan areas, which may restrict the generalizability of findings to other regions. Additionally, the research focused exclusively on dogs, excluding other types of pets that may exhibit different patterns of pet parents’ behavior.

Future Research: Future studies should broaden the scope to include other provinces and regions in Thailand to capture diverse cultural and lifestyle factors. Expanding the investigation into additional pet categories, such as cats, birds, or exotic pets would provide a more comprehensive understanding of pet attachments across species. Moreover, longitudinal studies could explore how attachment evolves over time and its long-term impact on pet parents’ behavior.