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The marketing mix factors that influencing the decision-making process regarding the selection of water park hotels of Thai family tourists in Hua Hin district, Prachuap Khiri Khan province |
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| รหัสดีโอไอ | |
| Creator | Tiparpa Boonkoum |
| Title | The marketing mix factors that influencing the decision-making process regarding the selection of water park hotels of Thai family tourists in Hua Hin district, Prachuap Khiri Khan province |
| Contributor | Sasaphak Pinnin, Manassinee Boonmeesrisa-nga, Rachanon Taweephol, Phitak Siriwong, Thirawat Chantuk |
| Publisher | Faculty of Management Science Nakhon Pathom Rajabhat University. |
| Publication Year | 2567 |
| Journal Title | Journal of Management Science Nakhon Pathom Rajabhat University |
| Journal Vol. | 11 |
| Journal No. | 1 |
| Page no. | 294-308 |
| Keyword | Marketing mix, Family tourists, Water park hotel |
| URL Website | https://so03.tci-thaijo.org/index.php/JMSNPRU/issue/view/17771 |
| Website title | https://so03.tci-thaijo.org/index.php/JMSNPRU/index |
| ISSN | 2392-5817 |
| Abstract | This research article studies the marketing mix factors affecting the decision-making of Thai family tourists in choosing water park hotels in Hua Hin District, Prachuap Khiri Khan Province. The objectives are to: 1) examine the service marketing mix factors influencing their decision to choose water park hotels. 2) to compare marketing mix factors influencing their decision to choose water park hotels classified by demographics characteristics and tourist behaviors. The sample group consisted of 400 Thai family tourists. Data were collected using questionnaires, and statistical analyses included frequency, percentage, mean, standard deviation, independent t test and One-way ANOVAThe research findings were as follows:1. Marketing mix factors: The 7Pโs marketing mix factors influenced the decision to choose water park hotels, with the overall was found at a high level. The most important factor was physical characteristics, following by personnel, process, promotion policy, product, distribution channels, and price, respectively.2. The comparison results of marketing mix factors in the decision making process for choosing water park hotels among Thai family tourists in Hua Hin District, Prachuap Khiri Khan province, categorized by demographic characteristics and tourist behaviors, showed that tourists with different genders, ages, education levels, occupations, incomes, lengths of stay, modes of transportation, information sources, and travel purposes had significantly different marketing mix factors in their decision making at the .05 significance level. In contrast, tourists with different marital statuses and numbers of travel companions did not have significantly different marketing mix factors in their decision making for choosing water park hotels. |
