Marketing Mix Factors Affect Decision of Choosing a 4-Star Hotel of Thai tourists In Bangkok

Abstract

The objectives of this research are to study Marketing mix factors affect decision making on for-star hotels in Bangkok. Populations used in this study were 400 Thai tourists in Bangkok. Questionnaires were used as tool. Frequency, percentage, mean, standard deviation, and one-way ANOVA. In addition, results indicated that the overall marketing-mix factors were rated at the high level for all factors, namely, product (  = 4.00, S.D = 0.36), price (  = 3.98, S.D = 0.53), Distribution (  = 4.24, S.D = 0.37), Promotion (  = 3.54, S.D = 0.43), people (  = 4.43, S.D = 0.37), Physical Evidence (  = 4.17, S.D = 4.00), Process (  = 4.22, S.D = 0.37) and summarize the variables that affect the decision to use the service, sorted by 1) People 2) Distribution 3) Process 4) Physical Evidence 5) Promotion. The hypothesis testing showed that the different demographic characteristics of the consumers in terms of sex, age, education, education level, carrer, and average income per month reflected no significant difference on the mean of the marketing mix in terms of product, price, distribution channel, promotion, physical evidence and process that affected decision making on for-star hotels in Bangkok.