Marketing Strategies Influencing Decision Making in Using Hotel Services in Ubon Ratchathani
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Abstract
A study is entitled “Marketing Strategies Influencing Decision Making in Using Hotel Services in Ubon Ratchathani.” The population and samples were 400 tourists visiting Ubon Ratchathani. The samples were selected through multi-stage sampling, commencing from dividing the sample sizes in proportion of the number of the tourists at the eight targeted hotels, namely: 1) Sunee Tower Hotel 2) Nevada Convention Hotel 3) V-Hotel 4) Toh Saeng Hotel 5) Kit Trong Ville Hotel 6) Lai Thong Hotel 7) The Rich Hotel and 8) Pen Ta Hug Resort Hotel. The samples were systematically selected. The instrument was a questionnaire with IOC of .81 and the index oc congruence of .975. The statistics for data analysis consisted of frequency, percentage, standard deviation, mean and multiple regression analysis.
The research findings revealed that the tourists thought that there were seven marketing strategies influencing decision making in choosing the hotel in Ubon Ratchathani, namely: 1) physical environments 2) production 3) process 4) personnel 5) place 6) marketing promotion and 7) price. These were able to predict decision making in choosing the hotel 69%, with multiple coefficient correlation of .83 and at the critical level of .01.
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References
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