Marketing Factors Affecting the Selection of Accommodation of Thai Tourists in Muang District Chiang Rai Province

Abstract

The purposes of the study were to study marketing factors affecting the selection of accommodation of Thai tourists in Muang District, Chiang Rai Province and to examine the accommodation’s pattern of Thai tourists travelling to Chiang Rai Province. The research was a quantitative study. The samples used in this study were 401 of Thai tourists travelling to Chiang Rai Province and staying overnight in Muang District, Chiang Rai Province. The statistics used were percentage, average and standard deviation.

The result showed that most tourists were female, aged between 21-30 years old and they were students and had monthly income less than 10,000 baht. Regarding to the factors affecting the selection of accommodation of Thai tourists in Muang District, Chiang Rai Province, there were personnel factor, physical factor, price factor, product factor, marketing channels factor, public relation factor, and marketing promotion factor, respectively. As for the accommodation pattern, they selected to stay at the hotel, followed by cheap room with prices between 500-1,000 baht. They were satisfied with the standard room and mostly reserved the room themselves, followed by reservation online. In addition, the result on marketing promotion activities, it indicated that the promotion attracted the tourists to choose the hotel. While the hotel without promotion but they had reasonably priced rooms and its location was in the heart of the city, respectively.