Decision Factors in Choosing a Small Resort in Amphawa District Samut-Songhkram Province.

Abstract

The purpose of this research is to study and to compare the consumer’s factors decisions choosing the service of a small resort in Amphawa, Samutsongkram in particular of demography. The simple random sampling method  was applied for the concerning region tourists 400. Data were analyzed using the questionnaire, quantitative data , means and F-test (one – way – ANOVA).

            The finding revealed that: The considerable factors for choosing the small resort service in Amphawa, Samutsongkram had at  high level. In particularly factors by sequentially the characteristic of the small resort, services ,cost and marketing promotions.  Most most consumer were male, 26 -35 year of ages, graduated, the  non-government or the private office’s staff  and their averaged  income  under  10,000 baht per month. 

            The  test of the hypothesis were found that  the differentiate of the factors’ consumer decision choosing the small resort services in Amphawa, Samutsongkram. sex, ages, education and income had p-value = .001. The carriers had p-value =.05 The marital status had null value. According to the study the researcher would suggest that: All the resort’s Administrators should be aware and focus on the environment, maintenances ,security ,improvement around the resort. Training for the employees. Currently there are so plenty of competition in the area. However the administrator should management all the resort service to attract the customers. In particular, the full range of services such as Food, Beverages, Entertainment ,Health services and Spa. Importantly the resort administrators should be clearly in managing all the organization and indicate the employees to operate for the resort’s purpose achievemen.