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Abstract

This independent study aimed to examine marketing mix affecting foreign tourists towards selecting small hotels in the old town of Chiang Mai province. Data were collected from 400 foreign tourists traveling to or staying in the old town of Chiang Mai province. The questionnaire, in a form of self-administered, were used as the tool to collect data. The questionnaire was designed to inquire the following information from the respondents: general background, marketing mix factors affecting the respondent, who communicated in and understood English language, towards selecting small hotels in the old town, and other information on problems, opinions and suggestion. Data obtained were analyzed by frequency, percentage, mean, as well as the T-test to analyze relations between the respondents’ background and marketing mix factors. The One Way ANOVA and the Fisher’s Least Significant Differences LSD were also applied in this study. According to the findings, most tourists staying at small hotels were female in the age of 21-30 years old. They earned an average monthly income at lower than 1,000 USD, residing in Asian countries. They traveled to Chiang Mai for the first time with the leisure purpose and stayed at a small hotel on Mulmueang Road for 3-4 nights with the reasons of its location at the heart of the city and its convenient location to travel. They reserved a single bed room with breakfast and the room rate was lower than 1,000 Baht. There were 1-2 persons joining their trip. They made the decision to choose a hotel by themselves. Source of information where they learned about the hotel was the local tourist company in their countries. They made a room booking on Internet via Agoda website with the reason of convenience. The results of the study on opinions of the foreign tourists towards 7 marketing mix factors that affected their selection of the small hotels in the old town of Chiang Mai province indicated that in an overview, the foreign tourists rated their opinions at high level towards following factors: price, place, promotion, people, product, process, and physical evidence, respectively. The results of the analysis on the relations between continents and marketing mix factors suggested that the tourists from different continents rated all marketing mix factors at different levels of importance and at the statistical significance of 0.05. The results of the analysis on the relations between their gender, age, and frequency in traveling to Chiang Mai and marketing mix factors revealed that the tourists with different genders, ages, and frequency in travelling to Chiang Mai rated the levels of importance of all marketing mix factors indifferently at the statistics significance of 0.05.