Factors affecting the decision to use resort accommodation in Trat Province

Abstract

The objectives of this research are to study 1) the behavior Thai Tourists to use resort accommodation in Trat Province 2) the decision to choose resort accommodation in Trat Province under the situation of the epidemic of the Covid-19 virus 3) the marketing mix factors affecting the decision to use the services of Thai tourists in choosing resort accommodation in Trat Province. This study was a quantitative research, by collecting data by questionnaire with 385 Thai tourists in Trat province using convenient sampling method. Collecting data from using an online, answer the questionnaire via Google form. data were analyzed using descriptive statistics such as percentage, mean, standard deviation, t–test, F–Test and Pearson's Correlation Coefficient.

          The results of the research revealed that: 1) the main reason for traveling in Trat Province was that most of them came to relax. The length of time spent traveling, it was found that most stayed 1 night. The intention of traveling during the summer was the most. Most interested in natural attractions and interesting activities, found that most of them were resting and taking pictures. 2) the decision to choose resort accommodation in Trat Province, found that tourists have study the information did well. There are promotions, discounts and no crowds. There are already plans to visit. Confident in safety measures in Trat Province, respectively. 3) the marketing mix factors affecting the decision to use the services of Thai tourists in choosing resort accommodation in Trat province under the COVID-19 epidemic situation numbered 6 factors, can be sorted in descending order as follows: physical, price, Personnel, product, Marketing and process