Tourist Satisfaction with Hotel Brands (Thai and International): A Case Study of Pattaya, Thailand

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Tanida Tanasubsinn


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.



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Tanasubsinn , T. . . (2020). Tourist Satisfaction with Hotel Brands (Thai and International): A Case Study of Pattaya, Thailand. Dusit Thani College Journal, 13(3), 30–55. Retrieved from
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