ปัจจัยที่มีผลในการเลือกบริการที่พักประเภทโรงแรมและรีสอร์ทของนักท่องเที่ยว ในพื้นที่ใกล้อุทยานประวัติศาสตร์สุโขทัย

Abstract

The purpose of this study was to examine factors affecting tourists towards selecting hotel and resort accommodations within Sukhothai Historical Park Vicinity. By using the concept and theory of Service Marketing Mix (7P's) consisted of Product, Price, Place, Promotion, People, Process and Physical Evidence. and Presentation, and Consumer Behavior Theory. The data were collected by using questionnaires. The sample were 300 tourists, travelling and staying in Sukhothai Historical Park, using the Convenience Sampling, divided into 200 Thai nationals and 100 other nationals (60 French, 40 Germans). The data were analyzed by using descriptive statistics consisted of frequency, percentage, and mean, Inferential statistics (Independent sample t-test) consisting the number of trips to Sukhothai Province, and One-Way ANOVA analyzes consist of age, domicile and average travel cost. The study found that most of the sample were female, aged between 18 - 29 years old, domiciled in Thailand and have used the service of hotels and resorts before. The purpose of travelling to Sukhothai was for pleasure. Most of them travelled to Sukhothai for the first time and travelling with relatives. The number of travel companion were 1-2 people and spent the period of 1 - 2 days. The cost of this trip was about 1,000 - 3,000 baht. They booked the accommodation through online accommodation booking sites (Such as Agoda, Booking.com, Traveloka etc.), learned about the information of the accommodation from travel websites and make the decision by oneself. The result also found that Service Marketing Mix factors influence tourist’s choice of hotel and resort accommodations in Sukhothai Historical Park area. For overall, it considerably high. With the Product aspect at the highest level, and to a large extent in the areas of Process, People, Price, Place, Promotion and Physical Evidence, respectively. From the data analysis of the sample, classified by number of trips, age, domicile and travel expenses. Differed at a significant level of 0.05 in some sub-factors.