RELATIONSHIP BETWEEN MARKETING MIX AND DECISION MAKING OF THAI TOURISTS SELECTING HOTELS SERVICE IN MUEANG DISTRICT, NAKHON RATCHASIMA PROVINCE

Abstract

The purposes of this research were to study the relationship between tourist behavior on service marketing mix and the relationship between service marketing mix and hotel decision making process. The sample of this research was the tourists who came to Nakhon Ratchasima. The research instrument was a questionnaire. The statistics used in data analysis were percentage, mean, and standard deviation. Hypothesis testing is Pearson's correlation analysis use of simple correlation statistics. The results indicated that, the tourists’ behavior average length of using service was at 2 day average number of times to return to the hotel twice. The tourists focus on the overall of service marketing mix at a high level. The importance of all of the marketing mixes at a high level: Process, Promotion, Product and Service, People, Price, Physical Evidence and Place or Distribution aspect. The tourists focused on the decision making in Process of service of the hotel at high level. The results of hypothesis testing showed that time behavior of hotel stays had not related with the service marketing mix. The service marketing mix had significantly related to the decision making in process of service of the hotel at level .01, and moderate relationship in the same direction making process.