Service Marketing Mix Factors Affecting the Decision to Select Accommodations Thai Tourists in Chiang Mai Province after the Relaxation of Preventive Measures for COVID–19

Abstract

The objective of this study was to study service marketing mix factors affecting decisions to select accommodations for Thai tourists in Chiang Mai province after the relaxation of preventive measures for COVID-19. The sample group included 404 Thai tourists who visited Chiang Mai. The data was collected using a questionnaire and analyzed with descriptive statistics.           

The study found that the majority of respondents were female, aged between 20 and 40 years, had attained a bachelor’s degree, worked in private companies, earned 25,001–35,000 Thai Baht per month, stayed at accommodations in Chiang Mai during the past 6 months to 1 year, chose to stay in hotels, stayed approximately 3–4 days per trip, spent on accommodation around 2,000–2,900 Thai Baht per night, usually reserved accommodation via online application, and based their accommodation decision on other customers’ reviews via social media. In addition, the findings revealed that the top service marketing mix factor that affected Thai tourists’ decisions to select accommodation was the price. The following factors were considered: location, marketing promotion, personnel, physical evidence and presentation, and service processes, respectively. It was notable that the samples ranked every factor at a high level. The results of this study can be used as information for accommodation businesses in Chiang Mai that can formulate marketing strategies to meet the needs of tourists in the post–pandemic era.