พฤติกรรมของนักท่องเที่ยวชาวไทยในการเลือกใช้บริการโรงแรม 5 ดาว ในจังหวัดเชียงใหม่

Abstract

The objective of this independent study was to study behavior of Thai Tourists Towards Selecting Five-star Hotels in Chiang Mai Province. The data was collected by questionnaire distributed to 200 samples. The data was then analysed using descriptive statistics, namely frequency, percentage and mean, as well as one-way ANOVA. The study was found that most respondents are female with age ranged from 40-49 years, occupation as officers in private companies and monthly salary of less than 20,000 Baht and most of them travelled to Chiang Mai 1-2 times by plane, vehicle usage during stay in Chiang Mai is private cars. The result of studying behavior of Thai Tourists Towards Selecting Five-star Hotels in Chiang Mai Province reveals that most respondents selected Five-star Hotels in Chiang Mai Province because of the reputation and the location of the hotel, stayed for 2 nights and stayed 1 time in 1 year. Those who participate in selecting Five-star Hotels in Chiang Mai Province are family / relatives. They made a hotel’s reservation through Online Travel Agency such as Agoda, Expedia and Booking.com. They stayed in Standard Room at Five-star Hotels in Chiang Mai Province for travel. The type of room you choose is Standard Room. They also use other hotel's facility such as restaurant and swimming pool. The findings on examining service market mix affecting Thai Tourists Towards Selecting Five-star Hotels in Chiang Mai Province indicate that most respondents emphasized service market mix and the most important sub-factor in each term is enumerated as following details; physical evidence: cleanliness in the hotel, people: staff provide service equally, product: cleanliness of the room, price: the room rates are reasonable compared with quality of staff’s service, process: fast check-in process, place: the location of the hotel is easily accessed, promotion: the hotel offers accommodation discounts or restaurants discounts for hotel guests. Comparing mean significant difference of service market mix, the researcher found that it was indifferent by age range in all sub-factors of service market mix. Three sample groups were interviewed with different income ranges: lless than 20,000 baht, 20,000 – 40,000 baht and more than 40,000 baht which is consistent with the results from thequestionaire.