Decision Making Model Based on Marketing Mix Factors of the Tourists Using Services of Small Hotels in Saraburi Province

Abstract

This research aims to study: 1) the level of importance of marketing mix factors affecting tourists' decision to use small hotels in Saraburi Province and 2) components and patterns of tourists' decision to use small hotels in Saraburi Province. The sample groups in the research included 400 Thai tourists with experiences in staying in small hotels in Saraburi Province. The research tools were questionnaires analyzed by frequency, percentage, mean, standard deviation, and factor analysis.

The research results revealed as follows. 1) The level of the importance of marketing mix factors affecting tourists' decision to use small hotels in Saraburi Province was overall at a high level. When considering on each aspect, it was found that the staff aspect was the highest level of importance with a high average score. It was found that the item with the highest average score was employees with good human relations, delightful, and polite personality. 2) The results of the study of the elements and patterns of tourists' decision to use small hotels in Saraburi Province showed that there were 8 main elements, i.e., (1) the distinctiveness of the hotel, (2) the image of the hotel, (3) customer information and an access of price and services, (4) types of services and promotions, (5) service strategies, (6) impressive services for every customer, (7) layout and interior design of the hotel, and (8) room types and additional services. The results of this research can be used as guidelines for strategic planning in designing services for small hotel business operators for sustainable growth.