Lifestyles and Marketing Factors Influencing Hotel Selection among Thai Tourists in Chonburi Province
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Abstract
The objectives of this study were 1) to examine the lifestyles influencing Thai tourists' selection of hotels in Chonburi Province, and 2) to investigate the marketing factors affecting their hotel choices in the same region. The researcher conducted a comprehensive literature review to design
a questionnaire as the primary research instrument. Data were collected from a sample of
400 respondents using convenience sampling. Statistical analyses included frequency, percentage, mean, and standard deviation, and hypotheses were tested using Multiple Regression Analysis (MRA).
The hypothesis testing reveals that lifestyles significantly influence Thai tourists' hotel selection in Chonburi Province, with a significance level (p-value) of 0.00. The multiple regression analysis indicates a multiple correlation coefficient (R) of 0.663 and an adjusted coefficient of determination (Adjusted R-square) of 0.435.Regarding marketing factors, the findings show that place (distribution channel), marketing promotion, and physical evidence have a statistically significant influence on hotel selection at the 0.05 level, while product, price, people, and process do not demonstrate a statistically significant impact. Stepwise multiple regression analysis reveals a multiple correlation coefficient (R) of 0.735 and an Adjusted R-square of 0.532, indicating that the model can account for 53.20% of the variance in the dependent variable.
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