INTEGRATED MARKETING COMMUNICATIONS SERVICE QUALITY AND TRAVEL MOTIVATION THAT INFLUENCE THE DECISION AND LOYALTY OF TOURIST USING ACCOMMODATION IN KOH LAN CHONBURI PROVINCE

Abstract

The purpose of this research is to study integrated marketing communications service quality and travel motivation that influenced the decision-making and loyalty of tourists using accommodation in the Koh Lan province. The samples in this research consisted of 400 people. Most of the respondents were female, aged 18-25 years old, single, held a bachelor’s degree, occupied as private company employees and with an average monthly income of 15,001 to 25,000 baht. The hypothesis testing results revealed the following: (1) integrated marketing communications influenced the decisions of tourists; (2) integrated marketing communications influenced tourist loyalty, purchase intent and price sensitivity; (3) service quality influencing the decisions of tourists; and (4) service quality. The concrete aspect of the service reliability gave the service users confidence, paid attention to service users and influenced tourist loyalty; (5) travel incentives resulted in attraction, activity and accessibility and influenced the decision-making of tourists; (6) travel incentives influenced tourist loyalty referrals and referrals; (7) integrated marketing communications had some variables that did not influence service quality; and (8) the decisions of the travelers Influenced the loyalty of tourists staying at accommodation in Koh Lan in Chonburi province at a statistically significant levels of 0.01 and 0.05.