Tourist Satisfaction with Hotel Brands (Thai and International): A Case Study of Pattaya, Thailand
Article Sidebar
Published:
Apr 11, 2020
Keywords:
Hotel Brand, Service Marketing Mix (8Ps), Tourist, Tourists’ Perception, Tourist Satisfaction
Main Article Content
Abstract
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 Details
How to Cite
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 https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241091
Section
Research Article
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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.
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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.
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