Main Article Content
The research objectives aimed: 1) to examine the differences in tourists’ perception toward Service Marketing Mix (8Ps) of Thai and international hotel brands; 2) to examine the differences in overall tourists’ satisfaction toward Thai and international hotel brands, 3) to determine and predict the relationships between the Service Marketing Mix (8Ps) and overall tourists’ satisfaction. The research hypotheses were formulated to accomplish these objectives.
A quantitative methodology was used in this study in which a questionnaire survey was employed as a research instrument. The questionnaire data from 600 tourist respondents were collected from international hotel brands (300) and local hotel brands (300) in Pattaya, Thailand. Multiple regression analysis and independent sample t-test were employed to test the hypotheses on tourist overall satisfaction with hotel brands where the means comparison method was used to test the differences between hotel brands. The results showed that there were six marketing mix factors (product, place, people, physical evidence, process and productivity & quality) had significant difference between hotel brands (international and Thai). There was also significantly differences between hotel brands in terms of overall tourist satisfaction. In addition, there was a significant positive correlation between service marketing mix and overall tourist satisfaction in a positively significance. Moreover process, productivity and quality and promotion had the strongest relationships with overall tourist satisfaction, while place showed the least positive relationship with overall tourist satisfaction.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by two peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
2. Ali, F., & Amin, M. (2014). The influence of physical environment on emotions, customer satisfaction and behavioral intentions in Chineses resort hotel industry. Journal for Global Business Advancement, 7(3), 249-266.
3. Amin, M., Yahya, Z., Ismayatim, W. F., Nasharuddin, S. Z., & Kassim, E. (2013). Service quality dimension and customer satisfaction: an empirical study in the Malaysian hotel industry. Service Marketing Quarterly, 34(2), 115-125.
4. Anderson, E. W. (1996). Customer satisfaction and price tolerance. Marketing Letters, 7(2), 10-30.
5. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1997). Customer satisfaction, market share, and profitability: finding from Sweden. Journal of Marketing, 58(3), 53-66.
6. Ariffin, A. A. M., Nameghi, E. N., & Zakaria, N. I. (2013). The effect of hospitableness and servicescape on guest satisfaction in the hotel industry. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration,
7. Aron, A., Aron, E. N., & Coup, E. J. (2006). Statistics for Psychology (4th ed.). USA: Pearson Prentice Hall.
8. Babbie, E. (2013). The Practice of Social Research (13th ed.). Canada: WADSWORTH CENGAGE Learning.
9. Baker, J., Grewal, D., & Parasuraman, A. (1994). The influence of strore environment on quality inferences and store image. Journal of the Academy of Marketing Science, 22(4), 328-339.
10. Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. E., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-95.
11. Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing: A case of online hotel booking. Electronic Commerce Research and Applications, 14(4), 222-232.
12. Bitner, M. J. (1990). Evaluating service encounters: The efect of physical surroundings and employee responses. Journal of Marketing, 54, 69-82.
13. Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A Strategic Commitment. Cornell Hospitality and Restaurant Adminstration Quarterly, 44(5/6), 12-25.
14. Brandt, R. (2015). Make All Your Customer Data "Work Together".
15. Cai, L. A., & Hobson, J. S. P. (2004). Making hotel brands work in a competitive environment. Journal of Vacation Marketing, 10(3).
16. Ceylan, C., & Ozcelik, A. B. (2016). A Circular Approach to SERVQUAL and HOLSAT:
An Implementation Suggestion. Journal of Hotel & Business Management, 5(1), 1-10.
17. Chan, E. S., & Lam, D. (2013). Hotel safety and security systems: Bridging the gap between managers and guests. International Journal of Hospitality Management, 32(202-216).
18. Chen, Y. C., Yu, T. H., Tsui, P. L., & Lee, C. S. (2014). Erratum to : A fuzzy AHP approach to construct international hotel spa atmosphere evaluation model. Quality & Quantity: International Journal of Methodology, 48(4), 2371-2371.
19. Choi, T., & Chu, R. (2000). Levels of satisfaction among Asian and Western travellers. International Journal of Quality & Reliability Management, 17(2), 116-131.
20. Choi, T., & Chu, R. (2001). Determination of hotel guests' satisfaction and repeat patrongage in the Hong Kong hotel industry. International Journal of Hospitality Management, 20, 227-297.
21. Cobanoglu, C., Berezina, K., Kasavana, M. L., & Erdem, M. (2011). The impact of technology amenities on hotel guest overall satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 272-288.
22. Davis, T. R., & Horney, N. (2015). Guest feedback and complaint handling in the hospitality industry. Paper presented at the Proceedings of the 1988 International Conference of Services Marketing.
23. Deo, S., & Jain, A. (2015). Slow first, fast later: Empirical evidence of speed-up in service episodes of finite duration. Fast Later: Empirical Evidence of Speed-up in Service Episodes of Finite Duration (February 2, 2015).
24. Diefenbach, M. A., Weinstein, N. D., & O'reilly, J. (1993). Scales for assessing perceptions of health hazard susceptibility. Health education research, 8(2), 181-192.
25. Dominici, G., & Palumbo, F. (2013). The drivers of customer satisfaction in the hospitality industry: applying the Kano model to Sicilian hotels. International Journal of Leisure and Tourism Marketing, 3(3), 215-236.
26. Dong, J., Li, H., & Zhang, X. (2014). Classification of customer satisfaction attributes:
an application of online hotel review analysis. Paper presented at the Conference on e-Business, e-Services and e-Society.
27. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(6-21).
28. Hargreaves, C. A. (2015). Analysis of Hotel Guest Satisfaction Ratings and Reviews:
An Application in Singapore. American Journal of Marketing Research, 1(4), 208-214.
29. Herrmann, L. (2014). Hotel Management. Report on Case Studies: GRIN Verlag.
30. Hirankitti, P., Mechinda, P., & Manjing, S. (2009). Marketing strategies of thai spa operators in bangkok metropolitan.
31. Kandampully, J., & Suhartanto, D. (2003). The role of customer satisfaction and image in gaining customer loyalty in the hotel industry. Journal of Hospitality & Leisure Marketing, 10, 3-25.
32. annan, S. (2009). Tourism marketing: A service marketing perspective.
33. Keh, H. T., Ren, R., Hill, S. R., & Li, X. (2013). The beautiful, the cheerful, and the helpful: The effects of service employee attributes on customer satisfaction. Psychology & Marketing, 30(3), 211-226.
34. Keller, K. L. (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. NJ: Pearson Prentice-Hall.
35. Khoo-Lattimore, C., & Prayag, G. (2015). The girlfriend getaway market: segmenting accommodation and service preferences. International Journal of Hospitality Management, 45(2015), 99-108.
36. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media?
Get serious! Understanding the functional building blocks of social media.
Business horizons, 54(3), 241-251.
37. Kiliç, B., & Adem, S. (2012). Destination personality, self-congruity and loyalty. Journal of Hospitality and Tourism, 3(5), 95-105.
38. Kim, M. R. (2004). The Relationship between Leisure Travel's Hotel Attribute Satisfaction and Overall Satisfaction. Hospitality Review, 31(1), 1-16.
39. Kitchenham, B., & Pfleeger, S. L. (2000). Principles of Survey Research Part 5: Populations and Samples. Software Enginerring, 27(5), 17-20.
40. Kotler, P. (2000). Marketing Management. NJ: Prentice Hall International.
41. Kozak, M., Bigné, E., & Andreu, L. (2003). Limitations of Cross-Cultural Customer Satisfaction Research and Recommendation Alternative Methods. Journal of Quality Assurance in Hospitality & Tourism, 4(3/4), 37-59.
42. Kozak, M., & Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of Travel Research, 38(3), 260-269.
43. Kumar, V., Pozza, I. D., & Ganesh, J. (2013). Revisiting the Satisfaction-Loyalty Relationship : Empirical Generalizations and Directions for Future Research. Journal of Retailing, 89(3), 246-262.
44. Lashley, C., Morrison, A., & Randall, S. (2005). More than a service encounter? Insights into the emotions of hospitality through special meal occasion. Journal of Hospitality and Tourism Management, 12(1), 80-92.
45. Lee, M., Knight, D., & Kim, Y. (2008). Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan. The Journal of Product and Brand Management, 17, 163-174.
46. Leonidou, L. C., Leonidou, C. N., Fotiadis, T. A., & Zeriti, A. (2013). Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. tourism Management, 35, 94-110.
47. Li, G., Law, R., Vu, H. Q., Rong, J., & Zhao, X. R. (2015). Identifying emerging hotel preferences using emerging pattern mining technique. tourism Management, 46, 311-321.
48. Liu, G., Chapleo, C., Ko, W. W., & Ngugi, I. K. (2015). The Role of Internal Branding in Nonprofit Brand Management An Empirical Investigation. Nonprofit and Voluntary Sector Quarterly, 44(2), 319-339.
49. Liu, M. T., Yan, L., Phau, I., Perez, A., & Teah, M. (2016). Integrating Chinese cultural philosophies on the effects of employee friendliness, helpfulness and respectfulness on customer satisfaction. European Journal of marketing, 50(3/4), 464-487.
50. Lu, C., Berchoux, C., Marek, M. W., & Chen, B. (2015). Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism and Hospitality Research, 9(2), 168-182.
51. Luo, L. (2008). Reference service in Second Life: an overview. Reference Services Review, 36(3), 289-300.
52. Marshall, C., & Rossman, G. (1989). Designing Qualitative Research. Newbury Park: Sage.
53 Masarrat, G. (2012). Tourist's Satisfaction towards Tourism Products and Market: A Case Study of Uttaranchal. International Journal of Business & Information Technology, 2(1),16-25.
54. Ministry_of_Tourism&Sport. (2018). Tourist Satistics. Retrieved from http://www.mots.go.th/mots_en57/allcont.php?cid=316
55. Muller, C. (2010). Hospitality technology: a review and reflection. Worldwide Hospitality and Tourism Themes, 2(1), 9-19.
56. O'Neill, J. W., & Mattila, A. S. (2010). Hotel Brand Strategy. Cornell Hotel and Restaurant Administration Quarterly, 51(1), 27-34.
57. Oh, H. (2000). Diners' perception of quality, value, and satisfaction: a practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
58. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 4, 460-469.
59. Prasad, K., & Dev, C. S. (2000). Managing hotel brand equity: A customer-centric framework for assessing performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31.
60. Rachmawati, R. (2013). The influence of service marketing mix performance and customer relationship management on star hotel customer satisfaction at Bandung. Paper presented at the Perper presented at the International Conference on Advance Research in Management, Economic and Finance, Pattaya. http:isro.eu.com/seppaper/pdf%2023.pdf
61. Radojevic, T., Stanisic, N., & Stanic, N. (2015). Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management, 51, 13-21.
62. Ramanathan, U., & Ramanathan, R. (2010). Guests' perceptions on factors influencing customer loyalty: An analysis for UK hotels. International Journal of Contemporary Hospitality Management, 23(1), 7-25.
63. Reynolds, D. (2003). Hospitality-productivity assessment-using data envelopment analysis. Cornell Hotel and Restaurant Administration Quarterly, 44(2), 130-137.
64. Rittichainuwant, B. N., Qu, H., & Mongknonvanit, C. (2002). A study of the impact of travel satisfaction on the likelihood of travelers to revisit Thailand. Journal of Travel & Tourism Management, 12(3), 19-43.
65. Samori, Z., & Rahman, F. A. (2013). Towards the Formation of Shariah Compliant Hotel in Malaysia: An Exploratory Study on Its Opportunities and Challenges. Paper presented at the The 2013 WEI International Academic Conference Proceedings, Istanbul, Turkey.
66. Sanib, N. I. R., Aziz, Y. A., Samdin, Z., & Rahim, K. A. (2013). Comparison of Marketing Mix Dimensions between Local and International Hotel Customers in Malaysia. Indoor and Built Economics and Management, 7(2), 297-313.
67. Sarker, M. A. H., Aimin, W., & Begum, S. (2012). Investigating the impact of marketing mix elements on tourists ‘satisfaction: An empirical study on east lake. European Journal of Business and Management, 4(7), 273-282.
68. Sasse, M. (2008). An Approach to an Accountable Client-Communication Mix in the Banking Industry: Exemplified at WestLB AG: diplom. de.
69. Schuiling, I., & Kapferer, J.-N. (2004). Executive insights: real differences between local and international brands: strategic implications for international marketers. Journal of International Marketing, 12(4), 97-112.
70. Shaw, M. T. M., Leggat, P. A., & Chatterjee, S. (2010). Travelling to India for the Delhi XIX Commonwealth Games 2010. Travel Medicine and Infectious Disease, 8, 129-138.
71. Sim, J., Mak, B., & Jones, D. (2006). A Model of Customer Satisfaction and Retention for Hotels. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 1-23.
72. Simpeh, K. N., Simpeh, M., & Abdul-Nasiru, I. (2011). Servicscape and customer patronage of three star hotels in Ghana's metropolitan city of Accra. European Journal of Business and Management, 3(4), 119-131.
73. Siriphanich, S. (2007). International Visitor' Perception of Cultural Heritage for Tourism Development on the Island of Phuket, Thailand: A Marketing Mix Approach.
(Doctor of Philosophy), Oklahoma State University, Oklahoma, USA.
74. Suhartanto, D. (2011). Hotel Brand of Origin: Do Guests Perceive Service Differences? Journal of Tourism, Hospitality & Culinary Arts, 3(3), 1-24.
75. Terwee, C. B., Bot, S. D., de Boer, M. R., van der Windt, D. A., Knol, D. L., Dekker, J., . . . de Vet, H. C. (2007). Quality criteria were proposed for measurement properties of health status questionnaires. Journal of clinical epidemiology, 60(1), 34-42.
76. Ting, P., Wang, S., Bau, D., & Chiang, M. (2013). Website evaluation of the top 100 hotels using adbanced content analysis and eMICA model. Cornell Hospitality Quarterly, 54(3), 284-293.
77. Tohidi, H. (2012). Maximize customer satisfaction. AWERProcedia Information Technology and Computer Science, 1(2012), 382-386.
78. Torres-Moraga, E., Vasquez-Parraga, A. Z., & Zamora-Gonzalez, J. (2008). Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5), 302-313.
79. Tsioutsou, R., & Vasioti, E. (2006). Using Demographics and Leisure Activities to Predict Satisfaction with Tourism Services in Greece. Journal of Hospitality & Leisure Marketing, 14(2), 69-82.
80. Tso, A., & Law, R. (2005). Analysing the online pricing practices of hotels in Hong Kong. International Journal of Hospitality Management, 24(2), 301-307.
81. Xiang, Z., Schwartz, Z., Gerdes, J. H., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction? International Journal of Hospitality Management, 44, 120-130.
82. Yamane, T. (1967). Statistics: an introductory analysis: Harper & Row New York.
83. Yen, C. L. A., & Tang, C. H. H. (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79-88.
84. Zainol, N. A., & Lockwood, A. (2014). Understanding service experience: a critical incident technique approach. Academic Research International, 5(4), 189-203.
85. Zeithaml, V. A., Bitner, J. M., & Gremler, D. D. (2006). Services Marketing: Integrating Customer Focus Across the Firm. Boston: McGraw-Hill/Irwin.
86. Zhou, L., Ye, S., Pearce, P. L., & Wu, M.-Y. (2014). Refreshing hotel satisfaction studies by reconfiguring customer review data. International Journal of Hositality Management, 38(2014), 1-10.