ปัจจัยที่มีผลต่อการเลือกโรงแรมในจังหวัดเชียงรายของนักท่องเที่ยวชาวไทยเจเนอเรชั่น Y

Abstract

This independent study aimed to study the factors that affect the hotel selection in Chiang Rai province of Generation Y Thai tourists. The factors that the study examined are the Service Marketing Mix (7P’s), and Consumer Behavior (6Ws 1H). The data was collected from 300 Generation Y Thai tourists who traveled to Chiang Rai province, using questionaries. The data was analyzed using descriptive statistics of frequency, percentage, mean, and inferential statistics were used to compare the differences in factors that affect the hotel selection in Chiang Rai province. T-tests were used when comparing the number of trips, hotel information search, and booking methods. One-way ANOVA was used when comparing the average accommodation expenses per night. The findings revealed that the majority of the respondents were female, with a monthly income of more than 50,000 baht, were merchants or business owners, and were from Bangkok. They traveled with 1-2 people as a family (relatives or siblings). They had a significant influence on the travel decision-making process, they travel for leisure and travel for 3-4 days. The majority traveled to Chiang Rai one time within a year and stayed in accommodations costing less than 1,000 Baht per night. They spent between 5,001 and 10,000 Baht on their trip and gathered information from online media. They traveled to Chiang Rai by airplane and used private cars for transportation during the trip. They booked their accommodations through an application. The study of the factors that affect the hotel selection in Chiang Rai province of Generation Y Thai tourists found that the most influential factor is the service. The primary sub-factor within this factor is the explanation of information when accessing hotel services. The second most influential factor is people, with the most important sub-factor being friendly and personable staff members. The third most influential factor is price, with the most important sub-factor being the affordability of room prices relative to quality. Followed by product, with the most important sub-factor being the cleanliness of the rooms and the surrounding areas. Followed by place or channel of distribution, with the most important sub-factor being having multiple booking options. Followed by physical evidence, with the most important sub-factor being a safe environment, including well-lit spaces, fire safety systems, and CCTV cameras. Followed by promotion, with the most important sub-factor being having hotel advertisements in various channels, such as websites (Agoda, booking.com), Facebook fan pages, contact numbers, or walk-in reservations. From the findings of the study, recommendations can be made to present service marketing strategies for hotel operators in Chiang Rai Province to make tourists want to come back and stay at the hotels again. Cleanliness should always be emphasized, single-use amenities should be provided, and hotels should provide a common area to facilitate guests. The price of the rooms should be reasonable, and the hotel should have convenient and accurate payment methods, offering multiple payment channels, as well as having promotional discounts. Communication channels of the hotel should be expanded, as well as improving accessibility and searchability. The reception staff should be friendly and knowledgeable about local attractions and dining options. The hotel should be safe, having a digital door lock room system. The decoration of the accommodation should be beautiful and unique from other hotels.