Pitakanonda, Weetara
(2010)
How to market budget hotels in Thailand to international people.
[Dissertation (University of Nottingham only)]
(Unpublished)
Abstract
Purpose: The purpose of this research is to suggest how to market budget hotels in Thailand to international people by regarding two main areas, namely the factors controlled by hotels (Marketing mix), and individual aspects of consumer behaviour. Furthermore, another purpose of this paper is to investigate the important aspects needed by international guests in order to provide important information to budget hotel owners to develop their businesses so as to provide the best services to customers and to satisfy their residents.
Research Methodology: A questionnaire and an in-depth interview are used to find out both qualitative and quantitative data in this study. The SPSS programme is employed to test whether each demographic variable and social influences affects the average of rating values of each factor. Moreover, secondary data is also used in order to make finding as strong as possible.
Findings: This research found that the importance level of each factor affecting on a budget hotel, namely product and service factors, price factors, promotional factors,and place (location) factors, is different. The result shows that price factors are the most important factors among other factors, while place factors, product and service factors, and promotional factors are rated to be in quite important level, slightly important level, and slightly unimportant respectively. Moreover, some interesting areas related to factor affecting on a budget hotel, such as preferable hotel’s facilities and services, influential media types, and the ideal location of budget hotels, are also concentrated on so as to investigate which aspects the residence should provide to guests in order to attract them to choose a hotel. In addition, two of individual aspects of consumer behaviour, namely social influences, and individual influences,are described to provide the relationship between these influences and the decision in choosing a hotel. The research also found that there are relationships between individual and social variables and each element controlled by budget hotels.
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