CONSUMER BEHAVIOR AFFECTING THE DECISION MAKING TO HOSTEL IN MUANG DISTRICT, CHIANG MAI PROVINCE

Abstract

This independent study aims: 1) study the demographic characteristics of tourists using hostel accommodation in district of Chiangmai Province 2) study the behavior of choosing hostel accommodation for tourists in the district and 3) To study the differences between demographic characteristics and behavior of tourists service marketing mixes in the choice of tourist accommodation in the district. The questionnaire was used to collect data. The study was a group of sample 400 people tourists who chose hostel accommodation in the district. The statistics used in the study were descriptive statistics, frequency, percentage, mean, standard deviation Hypothesis testing consists of two independent sampling (t-test) and One-Way ANOVA (F-test). The study found that the majority of respondents were male in Europe. French nationality between 21-30 years old. Most undergraduates are single status students. Monthly income is $ 2,001-3,000. Travel time is winter and summer. The duration of stay is approximately 2 weeks, with the cost of the morning 10 to 12 US dollars, mostly using the method of booking manually. And booking through the website. They will always stay alone. The purpose of the stay is to meet new friends. And exchange of experience in tourism. The highest level of service marketing mix was the price, followed by the service staff. And the physical environment. The hypothesis test was found. Demographic, occupation, age, educational level and occupation were significantly different at the 0.05 level of significance. And the purpose of the stay. Different types of hostel accommodation were significantly different at the 0.05 level.