ส่วนประกอบทางการตลาดที่มีผลต่อการเลือกที่พักแรมของนักท่องเที่ยวชาวไทยในจังหวัดเชียงใหม่ภายหลังจากมาตรการผ่อนปรนโรคติดเชื้อไวรัสโคโรนา 2019

Abstract

The objective of this research was to study marketing mix affecting decision on accommodationselection of Thai tourists in Chiang Mai Province after lifting of coronavirus disease 2019 lockdown restriction. The data were collected from 406 questionnaires distributed to Thai Tourists visiting Chiang Mai. The data were analyzed using frequency, percentage, and mean, as well as inferential statistics namely T-test and One-way ANOVA.

The results of the study showed that most of the questionnaire respondents were female (67.8%), in the 20-40year-old range (55.4%), and Most had Bachelor’s degrees (63.6%). Their occupation as private company employees (37.4%) average monthly income is 25,001-35,000 baht (36.1%).

The result of the study about tourists' experiences in choosing accommodation in Chiang Mai showed that most of the questionnaire respondents have been using the latest accommodation in Chiang Mai for more than 6 months to 1 year (69%), The most frequently used type of accommodation is a hotel (45%), The average length of stay is 3-4 days (47%).

There average cost of accommodation per night is 2,000-2,900 baht (42%). Booking rooms through the application is the most popular way for tourists to choose (28%), and the most influential person in choosing a hotel accommodation is the reviews of other customers on social media (37%).

According to the study, marketing mix affecting decision on accommodationselection of Thai tourists in Chiang Mai Province after lifting of coronavirus disease 2019 lockdown restriction, at a high level were a product, price, place, promotion, people, physical evidence, and process. When analyzing the data based on the differences in gender, age, income. The most frequently used type of accommodation, and average cost of accommodation per night it was found that the Service marketing mix influenced their decision making differently in all factors at the significance level of 0.05.