ปัจจัยทางการตลาดที่มีผลต่อการตัดสินใจเลือกใช้บริการที่พักแรมของนักท่องเที่ยวชาวต่างชาติ บริเวณอ่าวนาง จังหวัดกระบี่

Abstract

The purpose of this research is to study the marketing factors which affected the selection decision of foreign tourists for accommodation service in Ao Nang, Krabi and is to study the marketing factors which related to the selection decision of foreign tourists for accommodation service at Ao Nang, Krabi by using questionnaires for collecting information from 385 example groups, analyses the data by using A Chi-square statistic, t-test, One way ANOVA and Pearson’s Product Moment Correlation Coefficient and appointed significance level of 0.5, the result is as follows: Most of the respondents are female whose age between 21-30 years old, married status, Bachelor’s graduates, working as employee in company, European nationality and average income is 2,001-3,000 USD. Giving importance to the marketing factors which affected the selection of accommodation in Aonang, Krabi is in satisfying level overall. In the part of selection decision of accommodation, most of the respondents have been travelling here for the first time and choose to stay at Resorts and Bungalow with single bed. The Average cost of accommodation is 3,547 THB per night and other expenses (meals and services) average 1,210 THB. Duration of stay average 4 days, which made a reservation through sales representatives (includes sales representatives’ websites) and travelling with family members which average 3 persons. Difference of foreign tourists’ background affected the selection decision of accommodation as shown in following details; difference of foreign tourists’ gender affected to the selection decision in types of accommodation, attached travelers, cost of accommodation and duration of stay. Difference of foreign tourists’ gender affected to the selection decision in types of accommodation, types of room, booking channels, attached travelers, cost of accommodation, duration of stay and number of travelers. Difference of foreign tourists’ status affected to the selection decision in types of accommodation, types of room, booking channels, attached travelers, number of visit Aonang, cost of accommodation, duration of stay and number of travelers. Difference of foreign tourists’ education level affected to the selection decision in types of accommodation, types of room, booking channels, attached travelers, cost of accommodation, duration of stay and number of travelers. Difference of foreign tourists’ career affected to the selection decision in types of accommodation, types of room, booking channels, attached travelers, cost of accommodation, average expense per day, duration of stay and number of travelers. Difference of foreign tourists’ nationality affected the selection decision in types of accommodation, attached travelers, cost of accommodation, average expense per day and duration of stay. Difference of foreign tourists’ average income affected to the selection decision in types of accommodation, types of room, booking channels, attached travelers, Cost of accommodation, average expense per day and duration of stay. And this information has its significance level of .05 It was found that the marketing factors that related to the selection decision of foreign tourists for accommodation service in Ao Nang, Krabi are as following details; product and service factors related to the selection decision for accommodation service in expense per day. Booking Channel factors related to the selection decision for accommodation service in cost of accommodation per night and expense per day. Promotional Marketing factors related to the selection decision for accommodation service in all its aspects that is number of visit Aonang, expense per day, duration of stay and number of travelers. Service Process factors related to the selection decision for accommodation service in expense per day. Physical environment factors related to the selection decision for accommodation service in duration of stay. Cost factors and accommodation’s staff factors do not relate to the selection decision for accommodation service.