THE INFLUENCE OF MARKETING STRATEGIES AND BRAND COMMUNICATION ON SERVICE SELECTION OF 3-STAR HOTELS IN NAKHON PATHOM PROVINCE

Abstract

This study proposes a strategic framework for the development of the marketing mix (7Ps) and strategic brand communication for 3-star hotel operators in Nakhon Pathom Province, with  a primary focus on understanding the factors affecting consumer service selection decisions. A quantitative research approach was adopted, using a questionnaire to gather data from a sample of 400 participants. The data analysis involved descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics, specifically One-way ANOVA for comparing group differences and Multiple Regression Analysis for examining relationships between variables.

The research results found the primary customer segment for 3-star hotels in Nakhon Pathom consists of females, aged 31-40, holding bachelor's degrees, and employed as company staff. Their main travel purpose is tourism, with a typical frequency of 3-4 hotel stays per year, and they predominantly rely on online channels for information gathering. Descriptively, the findings show that respondents rated both the overall marketing mix and brand communication (M = 4.03) and their decision to select a 3-star hotel (M = 4.18) at a high level.  To identify the key predictors of hotel selection, a multiple regression analysis was conducted. The results indicated that among all marketing mix and brand communication variables, only Promotion had a statistically significant positive influence on the hotel selection decision (Note: Insert your specific results here, e.g., β = [value], p < .05). This core finding is particularly significant for the 3-star hotel market, where other aspects of the service offering may be perceived as homogeneous. However, it is crucial to note that other foundational elements such as the efficiency of the booking system, communication of service safety, completeness of amenities, and clarity of staff communication were consistently ranked as highly important by consumers. This suggests that while not being the decisive drivers, these elements function as essential 'qualifiers' that represent baseline customer expectations. The standard error of the estimate was 0.424. These insights inform the development of an actionable strategic framework designed to enhance competitiveness and foster sustainable growth for 3-star hotels in Nakhon Pathom and similar contexts.