Marketing Factors Related to the Decision of Thai Female Tourists in Choosing Poshtel Service

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Wasan Kantvorarat

Abstract

The research aimed to study 1) the marketing factors in choosing Poshtel services of Thai female tourists 2) decision-making in choosing Poshtel services for Thai female tourists and 3) the marketing factors which related to decision-making in choosing Poshtel services of Thai female tourists. This research is a survey research. 400 samples used in the research were Thai female Tourists in Choosing Poshtel Service which consisted of by simple random sampling. Data was analyzed by means of frequency, percentage, mean, and standard deviation, and Pearson's Simple Correlation Coefficient Statistics.


Research results showed that 1) when considering each aspect of marketing factors in descending order, it was found that the highest mean value was personnel, followed by products and services, distribution channel, service process, physical contact, marketing promotion, and price. However, 2) when considering each aspect of decision-making factors in descending order, it was found that the highest mean value was purchasing decision, followed by needs, interests, and attention. The study showed that the relation between marketing and decision-making of choosing Poshtel were related at a high level with statistical significance at .05 level.

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How to Cite
Kantvorarat, W. (2020). Marketing Factors Related to the Decision of Thai Female Tourists in Choosing Poshtel Service . Dusit Thani College Journal, 14(3), 232-248. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/245511
Section
Research Article

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