The new normal travel behavior and service marketing mix affecting the hotel selection process of Thai tourists in Chonburi Province

Abstract

The purposes of this research were 1) to study the decision-making process for Thai tourists in Chonburi province, 2) to study the new normal tourism behavior and service marketing mix that affects the decision-making process for Thai tourists in the province. Chonburi. The sample group used in this study were 400 Thai tourists. The tools used for data collection were questionnaires, statistical analysis including frequency distribution, percentage value, mean and standard deviation and multiple regression analysis (Multiple Regression) for hypothesis testing. The research has found that 1) The decision-making process for Thai tourists choosing hotel services in Chonburi province the most important purpose of using the hotel service to relax and travel. The research hotel information from social media, accommodations are assessed before making a decision by comparing reputation. The overall quality of service before choosing the service the most decision time within 1 day behavior after using the service will recommend hotels in Chonburi to others you know. 2) The new normal travel behavior book in advance environmentally conscious health and safety did not affect the decision-making process of Thai tourists in Chonburi, but technology affected the decision-making process of Thai tourists in Chonburi and service marketing mix product or service, price, distribution channel, service staff It does not affect the decision-making process of choosing a hotel for Thai tourists in Chonburi. but in terms of the marketing promotion service process and the physical environment affecting the decision-making process of choosing a hotel for Thai tourists in Chonburi, the equation can be written as follows: Y= 0.880 + 0.479X₃ + 0.138X₇ + 0.154X₉ + 0.307X₁₀