MARKETING MIX FACTORS AFFECTING MARKETING STRATEGY AND THAI TOURISTS’ SELECTION OF A 4 STARS HOTELS IN PATTAYA CITY

Abstract

This research has the aim to 1) study the marketing mix factors from the business point of view where they influence the determination of marketing strategy of 4-star hotels in Pattaya, Thailand, and 2) study the marketing mix factors from the point of view of Thai customers where they influence their choice of 4-star hotel selection. The research has been conducted using the mixed research method that includes both qualitative and quantitative approaches.

     The in-depth interview of total number of a six managers of 4-stars hotels in the Pattaya area has been carried out for the research. Also, all the chosen hotels managers have been randomly selected from the list of registered hotels with the Thai Hotels Association in 2013. Furthermore, the study covered 480 Thai tourists in the Pattaya area and used pre-prepared questionnaires to collect frequency statistics for analysis, using the multiple regression analysis and enter regression analysis. The result of the analysis showed that the forming of the marketing mix factors from the business point of view (7Ps) namely Product, Price, Place, Promotion, People, Process and Physical evidence all have a bearing on the planning of marketing strategy of 4-star hotels in Pattaya. Also, the study found that hotels with similar management systems are likely to show similar strategic marketing plans.

     The forming of the marketing mix factors from the point of view of the customers (7Cs) through multiple regression analysis and enter regression analysis revealed that factors in customer value, convenience, communication and comfort all have an influence on the decision of Thai tourists in Pattaya choosing a 4-star hotel. However, cost to customer, caring and completion barely have influence on Thai tourists’ decisions on whether to have the services of 4-star hotels in the Pattaya area.