ปัจจัยที่มีผลต่อกิจการโรงแรมในประเทศไทยในการตัดสินใจใช้บริการจากเว็บไซต์คูปองส่วนลด

Abstract

This independent study aimed at studying factors affecting hotel businesses in Thailand towards decision to use services from Daily Deal Website. The population was 370 entrepreneurs or people involved in decision marketing to use Daily Deal Website. The population was were divided into two categories based on their behavior of web service use, namely the hotels which had used the services and those who had not used the services by Daily Deal Website. Questionnaire was used as the tool to collect data. Data analysis was conducted using descriptive statistics: frequency, percentage and means. In addition, the inferential statistics: F-test (One-way ANOVA) and T-test were also applied in order to find differences between the sample groups. The findings of the study showed that most questionnaire respondents knew about Daily Deal Website. Most respondents were female (62.43%), 25-35 years old (64.86%), with Bachelor’s degree (69.19%). Most held the position of marketing manager (28.65%). Most were in hotel business (53.24%). Most operated hotels with 200-299 rooms (40.54%). Their average monthly business income was at 200,001 – 300,000 Baht (39.46%). The period of their business was 1-5 years, and they had their own website. The most known coupon sites were service intermediary sales/services. The results of the study on service marketing mix affecting hotel businesses in Thailand towards decision to use services from Daily Deal Website showed that the respondents ranked the following factors at the high level: place, physical evidence and presentation, product, promotion, process, people, and price, respectively. Hereafter were shown the top sub-factors that the respondents ranked in each category. In product factors, prospective customers can visit, make booking, and pay 24 hours. In price factors, commission prices charged were in a wide range. In place factors, the web site was easily accessed. In promotion factors, promotion included the presentation of information through social media such as You Tube, Facebook, Twitter, etc., to better attract prospective customers. In people factors, employees were able to solve problems of hotel operators effectively. In physical evidence and presentation factors, Daily Deal Website had a policy to protect the privacy of target groups. And in process factors, work process and procedures were fast and uncomplicated. The results of the comparison between the 2 groups of hotel operators namely those who had used and those who had not used the services by Daily Deal Website showed that both groups ranked the same sub-factors in each category as the highest level. Hotel operators who had not used the services ranked one sub-factor in promotion factors as higher than those who had used the services. This sub-factor ranking which showed significant difference was personnel-- employees were able to solve problems of hotel operators effectively. The reason was that hotel operators had different needs of information and advertisement policy. The results of the comparison between types of hotels showed that different hotel types showed significant difference in their attitudes towards marketing mix. The most significant difference was hotel operators were able to post discount coupons during the time that their competitors did not.