Tourists’ Needs Based on the Marketing Mixed Factors at the Services of Three – Stars Hotels in Nakhon Si Thammarat Province, Thailand

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La-iard Silanoi
Tudsaniya Bourpath

Abstract

The objective of this study is to study the tourists’ needs based on the Marketing Mixed Factors (7Ps) at the Services of Three–Stars Hotels in Nakhon Si Thammarat Province, Thailand, and to compare the tourists’ needs based on the Marketing Mixed Factors (7Ps) at the Services of Three–Stars Hotels in Nakhon Si Thammarat Province, Thailand by tourists’ personal factors. The sample size is 385 Thai national tourists at Three-Stars Hotels in Nakhon Si Thammarat Province, Thailand, with the 95% confidence and the error of 1/10 of standard deviation. The data collecting instrument are close-ended and open-ended questionnaires with the use of frequency, percentage, mean, and standard deviation, and proved the hypotheses by a t-test, one-way ANOVA that followed by Scheffe Method. The findings reveal that 1) most of the tourists in the Tri-Stars Hotel in Nakhon Si Thammarat Province, Thailand, female, by the age between 40–59 years, single, Bachelor degree, occupation is most a company employee, and the income of 15,001 baht to 20,000 baht per month 2) the marketing mixed factors (7s) that the tourists need most are all 7 factors i.e. Products (Rooms and Services), Personnel, Process, Price (room rate and other services), Place (Distribution Channel), Promotion, and Physical Evidence, and 3) the hypothesis testing, showed that the tourists who have different personal factor needed those different marketing mixed factors (7Ps) at the 0.001 significant level (except on the gender factor).

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References

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