The Students’ Decision on Selecting the Accommodations in Surat Thani Province
กำลังโหลด...
วันที่
2561-11
ชื่อวารสาร
วารสาร ISSN
ชื่อหนังสือ
สำนักพิมพ์
CHOPHAYOM JOURNAL
เชิงนามธรรม
The purposes of this study were 1) to study the decision of the university
students on selecting accommodations in Surat Thani province, and 2) to analyze
the relationship between marketing mix factors (4Ps) and students’ decision on the
selection for accommodations. The samples of the study were 391 undergraduate
students selected by stratified random sampling. The research instrument was a
questionnaire. The statistics used for data analysis were the percentage, frequency,
mean and standard deviation, and Pearson’s product moment correlation was
used for this study.
The study indicated that the main purpose of the most students was for
traveling and relaxing with their family. They mostly stayed for 2 nights. They
booked and preferred mostly a hotel room in advance by phone, and they
searched the information about the accommodations from the internet. The
research findings revealed that the location and promotion regarding the marketing
mix factors were related significantly to the students’ decision on selecting the
accommodations at the .01 level. Additionally, the factors for the decision making
on the accommodation of the students were price, service, promotion, and
location or distribution channels respectively. The study recommended that the
hotel staff should be trained to improve language skills. The accommodations must be clean and fully equipped. Moreover, special offers and promotions should
be provided clearly on the website and online booking.
คำอธิบาย
คำหลัก
Decision, Accommodations, Selection, Surat Thani Province
การอ้างอิง
Vol.29