Service Quality Management of Small Hotels Affecting Marketing Factors Making Decision Toward Accommodation Service of Thai Tourists in Mueang District, Samut Songkhram Province

Abstract

The objectives of this research were: 1) to study service quality management of small hotels affecting marketing factors making decision toward accommodation service of Thai tourists; 2) to compare personal information of Thai tourists of service quality management of small hotels affecting marketing factors making decision toward accommodation service; and 3) to study relationship service quality management of small hotels affecting marketing factors making decision toward accommodation service of Thai tourists. The sample were 400 Thai tourists by using the formula of Krejcie and Morgan and data were collected by a questionnaire with an overall reliability of 0.952. The statistical analysis used percentage, mean, Standard Deviation, t-test, F-test, Pearson's Product Moment Correlation Analysis and multiple analysis. The results showed as follow: 1) The overall of analysis results of the service quality management of small hotels were in high. The analysis results of marketing factors were in high of all aspects which the comparison of personal data of Thai tourists in general was not difference statistical significance at the level of .05. 2) Analysis results in all aspects related in high, especially reliability was a high level (r =. 842). Multilevel analysis of variable relationships was the best model which including (R2= 0.75, R2Adjusted=0.73, Sr2=3.34, F=55.32, p<0.001); consisted of product (β=0.72) and price (β=0.44). 3) The recommendation of this research; the marketing strategy should be planned in accordance with the needs of tourists along with the quality and service to achieve efficiency and effectiveness in accordance with international standards.