ความคาดหวังของนักท่องเที่ยวชาวไทยต่อส่วนประสมการตลาดบริการของที่พักประเภทโฮมสเตย์ในยุคความปรกติใหม่

Abstract

The purpose of this study is to study expectation of Thai tourists towards service marketing mix of home stay services in new normal. A total of 400 samples were selected by quota sampling, namely Thai tourists who had used the service. and Thai tourists who had never used home stay services before the outbreak of the COVID-19 virus, 200 people per group, using a questionnaire. Analyzed using descriptive statistics; frequency percentage and mean average and inferential statistics; independent t-test and chi-square. The results of the study found that Thai tourists who had used the service and had never used the service after the outbreak of the COVID-19 virus. Most are female, aged 20 - 25 years, single status, have a bachelor's degree. Occupation of company employee the purpose of choosing to use the home stay services is to relax on holidays. Have the same confidence as before, receive information or search for information on accommodation types such as hotels. via the internet Choose to use the service during the weekends with your family. Decide to travel on your own and the cost of using accommodation services is 1,001 - 3,000 baht. In addition, it was found that Thai tourists who have used the service and have never used the service. They have high expectations regarding the service marketing mix in all 7 aspects, namely product, price, distribution channel. promotion-marketing, personnel, processes, and physical environment, and it was found that Thai tourists who have never used the service have different expectations regarding the personnel service market mix. with an average level of expectations greater than Thai tourists who have used the service in terms of service providers wearing masks to prevent cleanliness from the COVID-19 virus infection. Physical environment in terms of accommodation in the form of an accommodation and the bathroom is clean, hygienic, no stains, hair or sediment, free from garbage and insects.