Service marketing mix that affects Chinese tourists' satisfaction with using hotel services in Pattaya. Chonburi Province

Abstract

The objectives of this independent study are (1) to study the level of opinions of the service marketing mix and the satisfaction of Chinese tourists regarding the use of accommodation services in the Pattaya area; Chonburi Province (2) to study the service marketing mix that affects Chinese tourists' satisfaction with using hotel services in Pattaya. Chonburi Province The sample group is a group of Chinese tourists who come to travel and stay overnight in the Pattaya area. Chonburi Province, 385 people. The tool is an online questionnaire. Using descriptive statistics such as percentage, mean, standard deviation. and inferential statistics, multiple regression analysis (Multiple Regression Analysis), Enter type

The results of the study found that (1) the level of opinions regarding the service marketing mix and satisfaction of Chinese tourists regarding the use of accommodation services in Pattaya area. Chonburi Province is at a high level. (2) The service marketing mix affects Chinese tourists' satisfaction with using hotel services in Pattaya. Chonburi Province Statistically significant at the 0.05 level. Suggestions for improving service processes include: the accuracy of check-in and check-out procedures, the speed of check-in and check-out, the accuracy of payment procedures, convenient payment methods and channels, a 24-hour customer service call center, and an accurate reservation system.