ปัจจัยที่มีผลต่อการตัดสินใจในการเลือกใช้บริการที่พักประเภทโรงแรม ขนาดใหญ่ของนักท่องเที่ยวชาวไทย ในเขตพื้นที่เขาใหญ่ อำเภอปากช่อง จังหวัดนครราชสีมา

Abstract

The study aimed 1) to examine demographic factors ,namely sex, age, education, occupation and income, which influenced Thai tourists’ decision to choose large hotel accommodation in the Khao Yai area, Pak Chong, Nakhon Ratchasima, 2) to investigate marketing mix factors, which influenced the large hotel accommodation decision of the Thai tourists in Khao Yai area, Pak Chong, Nakhon Ratchasima, and 3) to study factors affecting Thai tourists’ decision to choose large hotel accommodation in the Khao Yai area, Pak Chong, Nakhon Ratchasima. The sample of this study consisted of 400 Thai tourists from 10 hotels. It is good that these samples made a decision by themselves, were easily accessible and provided information cooperatively. The non-probability sampling was used. The questionnaire was used as a research instrument. The statistics used for data analysis were frequency, percentage, mean and standard deviation. Using t-test, One-Way ANOVA analysis and correlation Spearman was to test the hypothesis.

The results revealed that the demographic aspects were mostly female, ages between 18 - 25 years old, Bachelor's degree or equivalent, working in private companies, and income per month between 15,000-25,000 baht. From the marketing mix factors, it was found that the product, price, location, marketing promotion, the personnel, the creation & demonstration of the physical characteristics and the process had correlated with the decision to choose the accommodation of large hotels in Khao Yai area, Pak Chong district, Nakhon Ratchasima at the significance level of .05. In the factors affecting the decision to use the service, it was found that most Thai tourists who used hotel accommodation in Khao Yai area, Pak Chong district, Nakhon Ratchasima during the past year made a reservation via a travel website, were approximately 1-2 people a party, and took average duration of 1-2 days. The average accommodation cost per person was 1,001 - 1,999 baht a night. Moreover, the influencer to choose the accommodation was a friend.

Keywords: Thai tourists, large hotel, decision, marketing mix