THE INFLUENCE OF MARKETING MIX THAT AFFECT THE ATTITUDE AND DECISION TO RESERVE ACCOMMODATION VIA APPLICATION BOOKING.COM OF PEOPLE IN BANGKOK AND VICINITY AREAS

Abstract

The objectives of this study were to study of the influence of the marketing mix that affect the attitude and decision for reserving accommodations via application booking.com of population in Bangkok and vicinity areas and to validate the concordance of the causal model with empirical data. The sample consisted of 260 people who  have experiences of using the application booking.com.  Tools used was online questionnaires composed of the 7 scale (Rating Scale). The questionnaires contain the query measure gauges for measuring three variables: 1) Marketing Mix, 2) Attitude, and 3) decision to make a reservation.

The research findings were as follows: the model is consistent with the empirical data, to a great extent. From statistic shows the Chi-square statistics goodness of fit test at 37.338, degrees of freedom (df) = 30, CMIN/DF = 1.25, GFI = 0.97,  AGFI = 0.95, SRMR = 0.015 and  RMSEA = 0.031  The results of this research can be used as a guide for further development of accommodation reservation in the future.