Marketing Mix Affecting Thai Tourists’ Decision Making on Using Pool Villa Services in Hua Hin District, Prachuap Khiri Khan Province
Article Sidebar
Main Article Content
Abstract
The objectives of this study were to study 1) a level of marketing mix of pool villas in Hua Hin District, Prachuap Khiri Khan province; 2) a level of Thai tourists’ decision-making on using pool villa services in Hua Hin District, Prachuap Khiri Khan province; and 3) a marketing mix affecting Thai tourists’ decision making on using pool villa services in Hua Hin District, Prachuap Khiri Khan province. The sample consisted of 384 Thai tourists using pool villa services in Hua Hin district, Prachuap Khiri Khan province. The questionnaire was used as a data collection tool. The statistics used included mean, standard deviation, and multiple regression. Research findings were: 1) the overall marketing mix is at the highest level, where the top five components are product, process, physical evidence, people, and price, respectively; 2) the overall Thai tourists’ decision-making on using pool villa services in Hua Hin District, Prachuap Khiri Khan province, is at the highest level, where behavior after service used comes first, followed by service decision, alternative evaluation, problem recognition, and information search, respectively, and 3) the marketing mix, including price, distribution channel, promotion, process, and physical evidence affects Thai tourists’ decision making on using pool villa services in Hua Hin District, Prachuap Khiri Khan province at 0.05 statistical significance level, while product and people don’t affect Thai tourists’ decision making on using pool villa services in Hua Hin District, Prachuap Khiri Khan province.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Cochran, W.G. (1953). Sampling techniques. John Wiley & Sons.
Harnmontha, C., & Tuvadaratragool, S. (2022) Factors affecting Thai tourists’ decision making on touring the southern upper part of Thailand. Rajapark Journal, 16(48), 321-330. https://so05.tci-thaijo.org/index.php/RJPJ/article/view/258270/176067
Kaewkerd, S., Soonthonrot, P., & Kareewate, P. (2022). 7Ps marketing mix factors influences on decision to select accommodations of the tourists in Phra Nakhon Si Ayutthaya Province. Journal of Accountancy and Management, 14(3), 84-95. https://so02.tci-thaijo.org/index.php/mbs/article/view/250722/173216
Kampaeng, T., & Tuvadaratragool, S. (2023). Marketing mix affecting decision making on using independents gas station in Phetchaburi Province. Rajapark Journal, 17(51), 160-174. https://so05.tci-thaijo.org/index.php/RJPJ/article/view/262202
Kotler, P. (2000). Marketing management: The millennium edition. Prentice-Hall.
Kotler, P. (2002). Marketing management (11th ed.). Prentice-Hall.
Kotler, P. (2005). Lateral marketing. John Wiley & Sons.
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Prentice-Hall.
Li, Q. (2015). Electronic Word of mouth and service marketing mix affecting Chinese tourists’ decision to select an accommodation in Bangkok[Master’s Independent Study, Bangkok University].
Ministry of Finance. (2023). Forecast of the Thai economy fiscal year 2022 and 2023. https://media.thaigov.go.th/uploads/document/142/2023/01/pdf/Doc_20230127103015000000.pdf
Ministry of Tourism & Sports. (n.d.). Tourism measure. https://media.thaigov.go.th/uploads/public_img/source/%E0%B8%B4menu17-18feb2022/2-3.pdf
Mungmee, P. (2019). Marketing mix affecting decision making on choosing pool villa accommodation of Thai tourists in Cha-am District, Phetchaburi province[Master’s thesis, Stamford International University].
Ninmala, K., Ruangariyapuk, N., & Janjeen, K. (2021). A causal relationship model of factors affecting decision making of charter services Thai Lion Air for Chinese passengers. Burapha Journal of Business Management, 10(1), 92-112. https://so01.tci-thaijo.org/index.php/BJBM/article/view/242899/167628
Orsuwan, T. (2017). Tourists’ selecting process in pool villas operated by small entrepreneurs in Hua Hin District, Prachuap Khiri Khan province[Master’s Thesis, Chulalongkon University].
Pariyawishthana, N., & Worrachananun, M. (2022). Factors affecting the decision to use resort accommodation in Trat Province. Journal of Political Sciences Suan Sunandha Rajabhat University, 5(2), 133-147. https://so04.tci-thaijo.org/index.php/polssru/article/view /261802/177711
Srisuksai, P., & Tuvadaratragool, S. (2022). A comparison of level of Thai tourists’ decision making on choosing pool villa in the Thailand Riviera. Rajapark Journal, 17(51), 66-78. https://so05.tci-thaijo.org/index.php/RJPJ/article/view/259716/177930
Subphonkulanan, L. (2022). The marketing mix factors of vitamin water affecting the drinking behavior among teenagers in Hatyai Municipality, Songkhla province. Burapha Journal of Business Management, 11(1), 88-108. https://so01.tci-thaijo.org/index.php/BJBM/article/view/254246/170952
Sukhonthachit, P., Rattanawicha, S., Wongchaisuwan, C., & Thongsuk, P. (2021). The behavior in choosing resort of tourists in Huai Mon Thong subdistrict, Kamphaeng Saen district, Nakhon Pathom province. Journal of Administration and Social Science Review, 4(3), 73-86. https://so03.tci-thaijo.org/index.php/assr/article/view/255075/170661
Uamum, C., & Tuvadaratragool, S. (2022). Causal relationship between marketing mix (4es) and decision-making process on watching e-sports of generation Y and generation Z audiences in Thailand. Rajapark Journal, 17(52), 238-252. https://so05.tci-thaijo.org/index.php/RJPJ/article/view/260395