Hostel Selection Decision in Bangkok: The Influence of Government Policy, Business Adaptability, Marketing Capability, and Service Capability
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Abstract
This study aimed to: 1) examine government policies, business adaptability, marketing capabilities, service capabilities, and the decision to use budget accommodation services (hostels) in Bangkok, and 2) analyze the influence of government policies, business adaptability, marketing capabilities, and service capabilities on the decision to use budget accommodation services (hostels) in Bangkok. Data were collected from 385 users of budget accommodation services (hostels) through non-probability sampling, specifically purposive sampling. Descriptive statistics, including mean and standard deviation, were used for data analysis, while inferential statistics were conducted using Stepwise Multiple Regression Analysis. The findings revealed that: 1) government policies, business adaptability, marketing capabilities, service capabilities, and the decision to use budget accommodation services (hostels) in Bangkok all had high mean values, and 2) the decision to use budget accommodation services (hostels) in Bangkok was influenced by business adaptability, service capabilities, marketing capabilities, and government policies with influence values of 0.364, 0.287, 0.152 and 0.104 respectively. All variables combined could predict the decision to use hostel services with an explanatory power of 54.6% (Adjusted R² = 0.546), and the Durbin-Watson statistic was 1.849.
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