Influences on Decision to Select Accommodations of the Tourists in Phra Nakhon Si Ayutthaya Province

Abstract

Abstract

              The purposes of the research were to 1) Study the level of opinion in the marketing mix 7Ps of  the tourists in Phra Nakhon Si Ayutthaya province;  2) Study the level of opinion on the decision to select accommodations of the tourists in Phra Nakhon Si Ayutthaya province; 3) Test for influence of information perceptions on the relationship between the marketing mix 7Ps and decision to select accommodations of the tourists in Phra Nakhon Si Ayutthaya province, using nonprobability sampling by convenience sampling was 400 of Thai and foreign tourists who travelled and stayed in Phra Nakhon Si Ayutthaya for at least one night. The research was used electronic questionnaire to collect data from online social groups and the statistics used for analyzing ed data were average, percentage, standard deviation, correlation analysis, and multiple regressing analysis. The results found that  1) The level of opinion towards the marketing mix 7Ps of  the tourists in Phra Nakhon Si Ayutthaya province was at high level; 2) The level of opinion towards the decision to select accommodations of the tourists in Phra Nakhon Si Ayutthaya province was at high level; 3) The hypothesis testing showed the promotion, price, process, products and physical environment Influenced decision to select accommodations of the tourists in Phra Nakhon Si Ayutthaya were statistically significant at 0.05 level. The results of the research will be useful  entrepreneurs in the hotel business for development to meet the needs of tourists to select accommodations in Phra Nakhon Si Ayutthaya and help to generate more revenue for the business through marketing strategies further.