Decision Making on Hotel Selection through Online System of Thai Tourists in the Andaman Province Area

Main Article Content

Nattawut Maopraman

Abstract

The purpose of the research was to study the behavior of people using the internet for reservations. Comparison of demographics and internet usage behavior in making reservations. Comparison of demographics and internet usage behavior in making reservations. It was survey research using a questionnaire of 400 people. Confidence was tested by Cronbach's Alpha coefficient method. The confidence value was 0.97. The data analysis statistics were mean percentage and standard deviation. Compared by using statistics, F-test, and t-test. This research employed a questionnaire survey technique. The results were found as follows: (1) Internet usage behavior Most of them use the internet every week, every day. used for less than 1 hour at a time. The number of bookings is less than 2 per month. With the number and percentage of online reservations longer than 4 weeks, they choose Agoda.com because it's cheaper. Payment via transfer via applications such as Mobile Banking/Prompt pay and accommodation per night is less than 1,000 baht; (2) When comparing the demographic data, it was found that the age difference between education level and the average monthly income affected the decision. Gender and occupation had no effect on the decision, and (3) Comparison of the decision to use the service classified by internet usage behavior found that the difference in internet usage per week Length of internet usage per time The number of times to choose a hotel's online payment method and the price of an accommodation per night affect the decision to use the hotel. For the period, reserve a room online in advance. Websites are used to reserve hotels on a regular basis, and the reason for choosing to use the website service does not affect the decision to use the service. statistically significant at the 0.05 level.

Downloads

Download data is not yet available.

Article Details

Section
Research Article

References

Armstrong, G., & Kotler, P. (2009). Marketing: An Introduction. New Jersey: Pearson Prentice Hall.

Dongsing, S., & Pankaew, P. (2018). Factors Influencing Hotel Guestroom Purchase of Working-age Customers via the Internet. Journal of Pacific Institute of Management Science, 4(1), 122-131.

Etzel, M. J., Walker, B. J., & Stanton, W. J. (2007). Marketing (14th ed.). Boston: McGraw-Hill.

Hirankitti, P., Mechinda, P., & Manjing, S. (2009). Marketing Strategies of Thai Spa Operators in Bangkok Metropolitan. The International Conference on Applied Business Research ICABR 2009 Valletta (St. Julians) - Malta. September 21-25, 2009. Pp. 1-19.

Intrapairot, A. (2008). Thailand's Online Tourism (e-Tourism). Articles Attached to the Seminar "How Logistics is Important to Tourism" February 15, 2008, Bangkok: Maruay Garden Hotel.

Isranews Agency. (2019). Foreign Tourists in 2019 Grew 4.2%, China entering Thailand close to 11 million People. Retrieved October 23, 2019, from https://www.isranews.org/isranews-short-news/84811-tourism.html

Kieanwatana, K., Pharsuk, U., Srithong, S., Saynaratchai, K., & Panupat, C. (2019). Risk Perception of Generation Z Tourists on Hotel and Accommodation Reservation through the Internet. Business Review, Journal Social Science and Humanity, 11(2), 25-36.

Kotler, P., & Armstrong, G. (2016). Principles of Marketing (Global Edition). New Jersey: Pearson Prentice Hall.

Likert, R. A. (1932). Technique for the Measurement of Attitudes. Arch Psychological, 25(140), 1-55.

Phadrom, T., & Mongkol, K. (2015). Consumer s’ Behavior on Buying Clean Food Via E-commerce in Bangkok. Burapha Journal of Business Management, 4(2), 6-21.

Phisalbutr, S. (2008). Marketing Research. Bangkok: Wittayaphat.

Plunkett, W. R., & Attner, R. F. (1994). Introduction to Management (5th ed.). South-Western College.

Poopanee, W. (2012). Consumer's Decision Making. Retrieved October 10, 2020, from http://www.slideshare.net/kingkongzaa/consumers-decision-making-ch-11

Ratreechote, T., & Chaiprasit, K. (2018). The Marketing Mix Factors Influencing Buying Behavior in Using Application to Reserve Hotel and Accommodation in Bangkok. EAU Heritage Journal Social Science and Humanity, 8(1), 297-304.

Rodphant, O. (2012). Factors Influencing Decision to Use On-line Reservation via Website Agoda.com of Thai Customers in Bangkok Area. Master of Business Administration. Siam University.

Sirirat, S. et al. (2009). Marketing and Marketing Management. Bangkok: Theera Film & Scitex.

Sopakdee, K., & Chantuk, T. (2016). Expectations Factors Affecting Behaviors in Using Website Online. Veridian E-Journal Silpakorn University, 9(2), 358-374.

Southern Andaman Province Strategic Management Group. (2020). Southern Andaman Province Development Plan 2019-2022. Retrieved October 10, 2020, from http://www.osmsouth-w.moi.go.th/main/post/3192

Suthiratrisana, K. (2017). Factor of Tourists’s to Make Decision the Hotel via on Line Reservation. Master of Management. Mahidol University.

Vanichbuncha, K. (2006). Statistical Analysis: Statistics for Decision Making. Bangkok: Chulalongkorn University.

World Tourism Organization [UNWTO]. (2019). International Tourism Highlights, 2019 Edition. Retrieved October 10, 2020, from https://www.unwto.org/publication/international-tourism-highlights-2019-edition