Factors Influencing Decision-making for Honeymooners When Choosing Thai Boutique Hotels
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Published:
Jul 18, 2018
Keywords:
Boutique hotel Consumer behavior Marketing mix Decision making
Main Article Content
Abstract
The factors and behavior of honeymooners when choosing Thai boutique hotels were investigated, together with the relationship between demographics and the marketing mix.
Quantitative research data were collected using a questionnaire survey which was distributed to 400 honeymooners and analyzed by frequency, percentage, mean, and standard deviation. The hypotheses were tested by Chi-square statistics.
The respondents were 161 males and 239 females. They were mostly between 25 and 29 years old with a bachelor degree and earned a monthly income of 30,001 to 40,000 baht. They stayed in boutique hotels during vacation not more than five times per year. The respondents searched for information on the internet via Google and chose room rates between 2,000 and 4,000 baht per night. In terms of the hypothesis testing, both demographic and marketing mix factors influenced the honeymooner’s decision-making in choosing boutique hotels in Thailand.
Article Details
How to Cite
Panumas Mahatton ภ. . ม. (2018). Factors Influencing Decision-making for Honeymooners When Choosing Thai Boutique Hotels. Dusit Thani College Journal, 11(1), 47–59. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/135466
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Academic Article
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Tha-in, B. (2014). The potential competition of hotel industry in Thailand: A case study of boutique hotel in Bangkok (Master’s thesis). Retrieved from http://online.library.stamford.edu/digitalresource/1430984808032_thesis2557_budsarin__tha-in.pdf
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