ส่วนประสมการตลาดบริการที่มีผลต่อนักท่องเที่ยวชาวไทยในการเลือกแพที่พักในจังหวัดกาญจนบุรี

Abstract

This study aimed to explore service marketing mix affecting Thai travelers towards choosing floating house renters in Kanchanaburi province. Samples of the study were identified to 400 Thai travelers who stayed at floating houses in Srisawas district, Kanchanaburi province. Questionnaires were used as the tool to collect data. Data acquired were, then, analyzed by the descriptive statistics: frequency, percentage and mean and the inference statistics: T-Test and F-Test. In case that the significant differences had been shown, the multiple comparisons analysis via LSD method shall be applied at the statistical significance at 0.05. The results presented that most respondents were male in the age of 20-30 years old, single, and graduated with Bachelor’s degree. They worked as government officer/state enterprise officer, earned monthly income at the amount of 10,001-20,000 Baht and resided in the central part of Thailand. The majority had made their trips for more than 3 times, mostly during long weekend. Most of them stayed one night at the floating house with the leisure purpose. People influencing them to choose the floating house renters the most were friends/relatives. Furthermore, it was observed that most travelers made their reservations for the floating houses by phone. Reason of renting the floating houses in Srisawas district, Kanchanaburi province was given to their preference for the certain venue. They mostly spent 1,001-2,000 Baht for renting the floating house. The results of the study on opinions of the respondents on service marketing mix affecting Thai travelers towards choosing floating house renters in Kanchanaburi province indicated that the following factors were ranked at high level of concern: service process, people, place, product, price, physical presentation, and promotion, respectively. Hereafter were shown the top sub-factors that the respondents ranked their concern at the highest level. In product factor, the highest level of concern was the apparent safety system such as lifejackets. In price factor, the highest level of concern was the accurate calculation for room rental cost and extra charges for additional facilities. In place factor, the highest level of concern was the multi-channels for reservation such as reservation by phone and Internet booking. In promotion factor, the highest level of concern was the advertisement on printed media such as newspaper, travel guide books, and tourism magazines. In people factor, the highest level of concern was the kind attention of staffs to customers. In service process factor, the highest level of concern was the good preparation of the floating house prior to the check-in of new comers. In physical presentation, the highest level of concern was the serenity and the natural atmosphere. In addition, the findings showed that the respondents who had different ranges of monthly income and took services from different rates of floating house had different opinions on all service marketing mix factors that affected their selection of floating house renters. However, male and female respondents had different opinions on every factor, except people factor.