การศึกษาส่วนประสมทางการตลาดที่ผลมีต่อพฤติกรรมการใช้โรงแรมราคาประหยัดในจังหวัดเชียงใหม่

Authors

รศ.ว่าที่ ร.ต.ดร.ชัยยุทธ ชิโนกุล, นายพันธกิจ ท้าวทอง

Published

การประชุมวิชาการระดับชาติ มจร ครั้งที่3

Abstract

Objectives of this research are to study effects of services marketing mix and tourists’ demographic characteristics on behaviors in using hostel services in Chiang Mai Province. This mixed-method research used both quantitative and qualitative methods to study. Quantitative data were derived from survey with questionnaires and qualitative data were from interviews. 400 tourists experienced hostel stay in Chiang Mai were selected with simple random sampling for research sample. The researcher employed descriptive statistics to analyze demographic characteristics of the subjects. T-Test and F-Test were applied for hypothesis tests. Most of the subjects were undergraduate, single, European female in 25 – 30 years of age and earning over 46,500 THB (1,500 USD) a month. The results revealed that price was the most important criterion for service purchase decision of hostel visitors. They regularly stayed in the hostels for 1 – 3 nights a trip and once or twice a year, mainly for traveling purpose. Satisfaction on overall service was rated at “high”. Demographic characteristics including age, educational level, and income were found related to different hostel service use behaviors. Services marketing mix of product (or service), pricing, distribution channel, and promotional strategies indicated their relationships to hostel service use behaviors. Multiple regression model to predict the effects of the marketing mix on hostel service use behaviors is HOSTEL SERVICE USE BEHAVIORS = 0.682 + 0.301 (PRODUCT OR SERVICE) + 0.254 (PRICE) + 0.113 (DISTRIBUTION CHANNELS) + 0.121 (PROMOTION) Because price plays a major role in driving hostel visit, it is strongly recommended that hostel entrepreneurs in Chiang Mai should emphasize pricing strategy to motivate tourists to make purchase decision. However, the hostel providers at present have not yet put much effort on pricing strategy. Other important service mix strategies are product (or services), service personnel (people), and hostel reservation access (distribution channels).

การศึกษาส่วนประสมทางการตลาดที่ผลมีต่อพฤติกรรมการใช้โรงแรมราคาประหยัดในจังหวัดเชียงใหม่. คณะสังคมศาสตร์ มหาวิทยาลัยมหาจุฬาลงกรณราชวิทยาลัย, การประชุมวิชาการระดับชาติ มจร ครั้งที่ ๓ (37-50).