Marketing Mix Factors Affecting Tourists’ Decision Making on Budget Hotels in Five Southern Provinces Border of Thailand
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Abstract
This study aimed to (1) examine the level of tourists’ perceptions of marketing mix factors and their decisions to select budget hotels in the five southern border provinces of Thailand, and (2) investigate the influence of marketing mix factors affecting tourists’ decisions on budget hotels in the same area. This quantitative study employed a questionnaire as the data collection instrument. The sample comprised 400 Thai tourists who had previously used budget hotel services in the provinces of Songkhla, Satun, Pattani, Yala, and Narathiwat. The sample was obtained using stratified random sampling. Data were analyzed using descriptive and inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis. Preliminary assumptions were tested to ensure the reliability and validity of the results. The results revealed that the overall level of tourists’ perceptions of marketing mix factors and their decisions regarding budget hotels was the highest. Among the factors, physical evidence had the highest mean score, followed by people, product, price, process, place, and promotion, respectively. Furthermore, the findings indicated that price, place, people, process, and product had a statistically significant positive influence on tourists’ decisions to select budget hotels at the 0.01 level of significance. The findings of this study can serve as practical guidelines for developing effective marketing strategies for budget hotel operators to better align with tourists' needs in the five southern border provinces of Thailand.
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