ปัจจัยที่ส่งผลต่อพฤติกรรมการเลือกที่พักแรมของนักท่องเที่ยว กลุ่มเจเนอเรชั่นวายในจังหวัดภูเก็ต

Abstract

This research is a quantitative research targeting on Generation Y tourists in Phuket province. Its objectives are to 1) examine their accommodation selecting behaviors; 2) investigate demographic characteristics that affect marketing mix factors in accommodation selection; and 3) examine the marketing mix factors affecting their accommodation selecting behaviors in Phuket province. Four hundred questionnaires were distributed to both foreign and domestic tourists who have stayed overnight in Phuket. Statistics for data analysis were descriptive analysis and inferential analysis using t-test, One-way ANOVA and Chi-square test Research results showed that most of Generation Y tourists (Gen-Y) in Phuket are female and are Asian and European ethnicity. With a monthly income of less than 50,000 baht, having a career as a private company employee and have a bachelor's degree education and most of them travel to Phuket for the first time. Travel for tourism purpose and choose to travel during October-December. Their planning time before travel is more than 2 weeks. Internet (online) was used for searching for accommodation information and making a reservation. Hotels are the most type of selective accommodation. Couple Traveler and decision making by themselves are their characteristics. Most Gen-Y tourists will return to stayin the accommodation that has been used again. The marketing mix factors that affect their overall accommodation selection behaviors are in very high level. The first three factors with high influence are People, Price, and Process respectively. In addition, the research results of the hypothesis testing related to demographic factors showed that different nationalities, occupations and educational levels affected the marketing mix factors in selection behaviors on accommodation in Phuket while the gender difference did not affect the marketing mix factors. Lastly, for the hypothesis testing on the marketing mix factors, it was found that products, promotion, and physical evidence and presentation had the most effect on the behavior of choosing accommodation in Phuket for the generation Y.