MARKETING COMMUNICATIONS AND SERVICE QUALITY AFFECTING HOTEL USERS’ SATISFACTION IN LESHAN CITY, SICHUAN PROVINCE, CHINA
Article Sidebar
Main Article Content
Abstract
The goals of this independent study are to; 1) determine the level of opinions about marketing communications, service quality, and hotel patron satisfaction in Leshan City, Sichuan Province, China; and 2) identify the elements of marketing communications and service quality that influence hotel patron satisfaction in Leshan City, Sichuan Province, China. The sample group consisted of 385 Chinese hotel patrons in Leshan City, Sichuan Province, China. The instrument is an online survey that use multiple regression analysis to calculate inferential statistics as well as descriptive statistics like percentage, mean, and standard deviation.
The study's findings indicate that: 1) opinions about marketing communication are at a high level, opinions about service quality are at a moderate level, and hotel users in Leshan City, Sichuan Province, China are highly satisfied; and 2) factors related to marketing communication and service quality have an impact on hotel users' satisfaction in Leshan City, Sichuan Province, China, with statistical significance at the.05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Benharoon, S. Y. (2020). Marketing Communication of Nap Krabi Hotel. (Master’s Thesis). Prince of Songkla University. Pattani.
Boonpluk, A. (2020). Service Quality, Room Quality, Reputation, Value for Money and Satisfaction Influencing Hotel Loyalty of Consumers in Bangkok. (Master’s Thesis). Bangkok University. Pathum Thani.
China Central Radio and Television. (2022). Tourism drives growth in Chinese hotel business. Retrieved October 18, 2022, from https://www.topnews.co.th/news/653513
Choi, T.Y. & Chu, R. (2000). Levels of satisfaction among Asian and Western travelers. International Journal of Quality & Reliability Management, 17(2), 116-132.
Kladlum, P. (2020). Behaviors and service quality that affect the satisfaction of Thai elderly tourists in Hua Hin, Prachuap Khiri Khan. Proceedings of the Conference on 15th Graduate Research (pp. 1003-1016). Rangsit University: Nonthaburi.
Kotler, P., Keller, K. L. & Chernev, A. (2021). Marketing Management. (16th ed.). Pearson Education.
Likert, R. (1970). New patterns of management. New York: McGraw-Hill.
Rodplang, P. & Pathomsirikul, Y. (2017). Integrated Marketing Communication Model of Hotel Business in Thailand. Veridian E-Journal Silpakorn University, 10(1), 1804-1822.
Teepapaan, D. (2010). Marketing Communication. Bangkok: Amorn Printing.
Tammarugee, K. (2021). Marketing Communication for Community Tourism at Ban Nam Chiao, Trat Province. (Master’s Thesis). Rambhai Barni Rajabhat University. Chanthaburi.
Toh-it, M., Thamphauk, W., Janduang, S. & Kongrode, J. (2022). The Effects of Service Quality on Customer Satisfaction of the Amazing Thailand Safety and Health Administration (SHA) Hotel in Hat Yai District, Songkhla Province. Research and Development Journal Loei Rajabhat University, 17(61), 46-55.
Serirat, S. (2017). Modern Marketing Management. Bangkok: Diamond in Business World.
Serirat, S., Laksitanonda, P. & Serirat, S. (2013). Consumer behavior. Bangkok: Dhammasan.
Wantong, Z. (2019). Factors Affecting Consumer Satisfaction of Fontaine Blanche Hotel’s Customers in Chenggong District of Kun Ming City in China. (Master’s Thesis). Bangkok University. Pathum Thani.
XinhuaThai. (2024). China reveals GDP expansion in 2023. Retrieved January 18, 2024, from https://www.xinhuathai.com/other/411973_20240117
