Factors Influencing Decision-making for Honeymooners When Choosing Thai Boutique Hotels

Main Article Content

ภานุมาศ มหัตธน Panumas Mahatton


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.


Download data is not yet available.

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
Academic Article


Abdulrahman, K. (2008). Consumer behavior: An analytical study of the Saudi family’s purchase decisions (purchasing computer) (3rd ed.). Retrieved from http://d1.islamhouse.com/data/en/ih_books/single/en_Consumer_Behavior.pdf
Bhujabal, V. (2014). Factors affecting decision making of consumer behavior towards hotels in Sukhumvit area (Master’s thesis). Retrieved from http://online.library.stamford.edu/digitalresource/1428652110892_is2014_vikas_bhujabal.pdf
Chintanavisit, V. (2010). Foreign tourists’ behavioral intention to visit boutique hotels in Bangkok (Master’s thesis). Retrieved from http://eprints.utcc.ac.th/4346/1/228825.pdf
Curtis, K. (n.d.). Conducting Market Research Using Primary Data. Retrieved from https://ag.arizona.edu/arec/wemc/nichemarkets/07conductingmarketresearch.pdf
Day, J., Quadri, D., & Jones, D. (2012). Boutique and lifestyle hotels: Emerging definitions. Retrieved from https://mbrowndotwordpressdotcom.files.word press.com/2012/05/blla-white-paper.pdf
Food and Beverage News (2015, March 16). Intercontinental hotels group takes boutique brand hotel indigo to Bangkok. Retrieved March 20, 2015, from http://www.fnbnews.com/article/detnews.asp?articleid=36961§ionid=1
Management study guide (n.d.). Secondary data: Advantage and disadvantage. Retrieved from http://www.managementstudyguide.com/secondary_data.htm
Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. (2003). Consumer behavior:
A European perspective (3rd ed.). Retrieved from http://www.books.mec.biz/tmp/books/NXHQRTHBQ2L87NIU6YVN.pdf
The Chartered Institute of Marketing (2009). Marketing and the 7ps: A brief summary of marketing and how it works. Retrieved from http://www.cim.co.uk/files/7ps.pdf
Tourism Authority of Thailand (2013). Number of internal tourism. Retrieved from http://intelligencecenter.tat.or.th:8080/apex/f?p=1:22:0::NO:::
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
Trochim, W. (2006). Research methods knowledge base: Inferential statistics. Retrieved from http://www.socialresearchmethods.net/kb/statinf.php
Wedding Hitz (2015). Calendar wedding events. Retrieved from http://www.weddinghitz.com/%E0%B8%9A%E0%B8%97%E0%B8%84%E0%B8%A7%E0%B8%B2%E0%B8%A1/wedding-fair
Worldometers (2014). World population: Thailand population. Retrieved from http://www.worldometers.info/world-population/thailand-population/
Yamane, T. (1967). Statistics: An introductory analysis (2nded.). New York: Harper and Row. Retrieved from http://www.sut.ac.th/im/data/read6.pdf