ปัจจัยที่มีผลต่อนักท่องเที่ยวชาวไทยในการเลือกโรงแรมบูติค ในอำเภอเมืองน่าน

Abstract

This study aimed to study the factors affecting Thai tourists towards selecting boutique hotels in Mueang Nan District, using the marketing mix theory consisting of the product and service, price, place and distribution channel, promotion, people, process, and physical evidence and presentation. The study was undertaken among a total of 300 samples who were Thai tourists staying at the boutique hotels in Mueang Nan District. The data were analyzed with descriptive and inferential statistics. The study showed that most populations were females, aged between 26-35 years, with their bachelor degree or equivalence. They worked as an employee for the private companies with an average income exceeding 50,000 Baht. Their domicile was in the central region of Thailand. The behavioral data of most respondents revealed that they went to Nan for tourism. They would make a reservation less than 1 week in advance through online booking e.g. Agoda, Booking, and Traveloka. The trip usually accompanied 2-3 people. Persons with the power of decision-making were the respondents themselves. They would travel by their private vehicles e.g. cars and motorbikes. The samples had their first visit and first stay at boutique hotels in Nan for 1-2 nights with an average cost of 1,000-2,000 Baht per room. The most important marketing mixes which affected Thai tourists towards selecting boutique hotels in Mueang Nan District were shown in the following order: employee/service provider, physical presentation, price, service process, place and channel, respectively. The second important marketing mixes were product and promotion. The top three subfactors with their highest average included new and clean furniture and household items, followed by proper security systems e.g. CCTV, security guard, and reasonable prices, respectively. The comparison of data classified by monthly income and numbers of visits to Nan found no differences towards selecting boutique hotels in Mueang Nan District by the respondents, with a significance level of 0.05. The classification by age, average room prices, and numbers of stay at boutique hotels in Nan disclosed that there were differences in some subfactors diversely prioritized by the respondents with a significance level of 0.05.