ส่วนประสมการตลาดบริการที่มีผลต่อกลุ่มหญิงรักหญิง ในการเลือกบริการโรงแรม

Abstract

The research aimed to study for service marketing mix affecting lesbians towards selecting hotel services. The population considered in this research was a group of 300 Thai lesbians. The sample of the study were 100 of Tomboys (Butch), 100 of Ladies (Femme) and 100 of Lesbians. The collecting data by online questionnaires. The result was analyzing by descriptive statistics including percentage, frequency distribution, mean, and hypothesis testing which were ANOVA, t-test and Post Hoc. The research results were as follows: The majority of the population from the research are age below 30 years old and work as private company employee whose salary around 20,001 - 30,000 bath, graduated bachelor degree or higher, staying in a hotel for vacation, travelling as a couple by private car, average length of stay is 2 nights stay in 3 stars hotel which located around tourist attraction and they use online for searching accommodation price average not more than 2000 Bath per night. The research regarding service marketing mix affecting lesbians towards selecting hotel services revealed at the highest level are 3 factors. The first important factor is Process; in sub-factor of having hotel information in online, system of online reservation, early respond service and data accuracy. The second factor is Place; in sub-factor of online reservation. The third factor is Price; in sub-factor of showing service fee information. The high level are 3 factors. The first factor is Physical Evidence and Presentation; in sub-factor of beautiful atmosphere and parking. In the meanwhile. The second factor is People; in sub-factor of a positive attitude towards LGBT. The third factor is Product; in sub-factor of cleanliness, security and the size of accommodation. In the meanwhile, factors affected their decision at moderate level is Promotion; in sub-factor; special discount for friend get friend and promote thru LGBT online community. The result of comparison differences between group of Lesbian and difference of salary are not affecting with service marketing mix of lesbians towards selecting hotel services. However, the level of education is affecting with service marketing mix of lesbians towards selecting hotel services in Price factor and Promotion factor. The differences of age affecting with service marketing mix of lesbians towards selecting hotel services in Product factor, Promotion factor, People factor, Physical Evidence factor and Presentation factor. The differences of accommodation prices are affecting with service marketing mix of lesbians towards selecting hotel services in Price factor, Place factor, Promotion factor and Process factor.