PASSENGER EXPECTATIONS TO AIRPORT HOTEL MARKETING MIX IN DON MUEANG AIRPORT, BANGKOK
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Abstract
The purposes of this study were 1) to study the expectations of the airport hotel marketing mix among Don Mueang Airport passengers in Bangkok, and 2) to compare the expectations of the airport hotel marketing mix among Don Mueang Airport passengers in Bangkok. The sample consisted of 400 Thai passengers who traveled through Don Mueang Airport, Bangkok. The instrument used was a questionnaire to test the tool by determining the content validity (IOC) and the confidence values. The statistics used consisted of percentage, mean, standard deviation, and the T-Test and F-Test or ANOVA. Most of the respondents were female, aged 20-30 years old, single, and had bachelor's degrees. Occupation student/student and income level of 10,000-20,000 baht overall is at a high level. When considering each aspect, it was found that the place aspect was average, followed by the promotion aspect. and products, respectively, and a comparison of the expectations of the airport hotel marketing mix of Don Mueang Airport passengers. found that age, education level, occupation, and income level were different. There are expectations for the airport hotel marketing mix of passengers at Don Mueang Airport. Bangkok Product, Price, Place, and Promotion are significantly different at 0.05 level.
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