A Study of Developing Marketing Strategies for Hotels in Bangkok, Resulting in Sustainable Business Operations
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Abstract
This research aimed to study 1) the factors of cooperation between the hotel business and the government sector affecting the decision to use the hotel service 2) study the marketing mix factors affecting the decision to use the hotel 3) study the factors affecting the resumption of the service of the former hotel service user and 4) the guidelines for improving service quality for sustainable business operations. The research applied a survey method with quantitative data collection. Quantitative data were collected from an electronic consumer questionnaire using Convenient sampling of 400 samples from Thai and foreign hotels in Bangkok. There was one type of research instrument which is a questionnaire, whereby the front office staff was responsible for requesting information. The data were analyzed using basic statistics. The research results according to the objectives were:
- Promotion in the form of cooperation with the government - we travel together projected as the first. Mean and standard deviation Standard Deviation were at (X=4.31, S.D.= 0.73) which was the highest level.
- Followed by other factors such as Product, Place, Price, People, Physical Evidence and Process which had mean between 4.31 – 4.52 and standard deviation between 0.73 – 1.00.
The knowledge from this research found that Marketing factor (Promotion) was very important for a hotel business because guests took it as the main criterion in deciding for hotel services. The hotel business or related sectors can apply this summary to support and develop marketing plans.
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