Guidelines for Promoting Boutique Hotel Accommodations in Bangkok by Adoption of a Marketing Mix as Seen Through the Tourists’ Perspectives

Abstract

The purpose of this research is studying the characteristics of Thai and foreign tourists when residing in boutique hotels in Bangkok and study the satisfaction of marketing mix and service quality elements. This research is a quantitative research.  A sample group for this research project was 385 Thai and foreign tourists. Data-collecting instruments used for this research were our questionnaires. Data analysis was performed by calculating frequencies, percentages, mean and standard deviations. The results were: The satisfaction on marketing mix: most of the tourists were satisfied by the services offered by boutique hotels in Bangkok.Product Factor: Most of the tourists were satisfied by the quality of services, accommodations and food and beverage services. Price Factor: The price ranges were suitable and there were various types of accommodations from which to choose. Location Factor: The locations of hotel rooms were obtained from various sources: by contacting tour companies, through internet access and through airlines. Moreover, the tourists could directly contact hotel reservation teams. In Promotion Factor: There were discounts and privileges available for the new members as well as for the returning guests. There were also sales promotion activities with airlines, tour companies and tourism partners. Over more, People Factor: The hotel staff were smiling, polite, welcoming, knowledgeable, skillful and competent in offering their services. Furthermore, Physical Evidence Factor: The hotels were located near transportation and thus it was very convenient for the tourists. The layouts of the hotels were suitable within the design. However, Process Factor: The tourists can easily reach the hotel information details through online media. For the method of payment, the hotels offered various types of payments. For example, via bank account, credit card or PayPal.