Differentiation Strategies and Service Quality Influencing Resort Selection in Hatyai District, Songkhla Province
Article Sidebar
Main Article Content
Abstract
The objectives of the study of differentiation strategies and service quality influencing resort selection in Hatyai District in Songkhla Province were to 1) study the decisions to use resort services in Hatyai District, Songkhla Province, 2) compare the decisions to use resort accommodation in Hatyai District in Songkhla Province, classified by using personal factors; 3) study the differentiation strategies of resort operators in Hatyai District, Songkhla Province, and 4) study the perception of service quality that affected the decision to use resort services. In Hatyai District, Songkhla Province, the sample consisted of 384 people selected by using the convenient random sampling. The questionnaires were used as a tool to collect the data. The statistics used in the analysis were frequency, percentage, mean, and standard deviation. Simple correlation analysis and multiple regression analysis were applied. The study's findings revealed that 1) overall the sample had a high level of decision making to choose a resort in Hatyai District, Songkhla Province, 2) the service users of different ages, education levels, and occupations had different market segmentation strategies, 3) the strategies to differentiate products, services, personnel and image were very important and they affected the customers’ decisions to use the resort service, and 4) the perceptions of customer service quality affectedthe decision to use the resort service in Hatyai District, Songkhla Province.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
Indaravichai, K. (2021, April 10). Going forward in Thailand tourism out of the COVID-19. https://www.posttoday.com/finance-stock/news/649187.
Department of Business Development. (2018, August 18). Hotels, resorts and suites Business Analysis for the month of August2018. https://www.dbd.go.th/download/document_file/Statisic/2561 /T26/T26_20180 8.pdf.
HatYai City Municipality. (2018, January 1). general information. https://www.hatyaipark.com/aboutus/
Songkhla Provincial Statistical Office. (2020, June 1). Songkhla Province Statistical Report 2020. http://songkhla.nso.go.th/images/attachments/category/report_province/province63_songkhla.pdf.
Pattaraman, P. (2013). The effect of perceived service quality towards consumer decision making of 4-star resorts in Chonburi [Bachelor of Business Administration]. Bangkok University.
Chaisaengprateep, N. (2018). Service quality of hotel business in Nongkhai. VRU Research and Development Journal Humanities and Social Sciences, 13(1), 98-106.
Porter, M. (1998). The Competitive advantage of nations. Macmillan Business.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journalof marketing, 4(49), 41-50.
Serirat, S., et al. (1998). Marketing management in the new era. Thira Film Co., Ltd. and Sci-Tex Co., Ltd.
Booking.com. (2021, November 13). The 10 Best Resorts in Hat Yai, Thailand. https://www.booking.com/resorts/city/th/hat-yai.th.html
Ekaku, T. (2000). Research methods in behavioral and social sciences. Ubon Ratchathani Rajabhat Institute.
Panpran, A. (2009). Factor of Thailand tourists of choosing accommodation in Pattaya City, Chonburi Province. Master of Business Administration [Master thesis Faculty of Commerce and Business Administration]. Burapha University.
Chaisiri, P. (2007). Opinions of tourists towards the service quality of Keereeta Resort, Koh Chang, Trat Province. [Independent research, Master Degree]. Burapha University.
Rakmuncharoen, C. (2015). Factors affecting the decision to choose a hotel type of accommodation. And resorts of Thai tourists in economic area, Mae Sai District, Chiang Rai Province. [Independent Study]. Thammasat University.
Panthanasaewee, S. (2018). Customer decision making in Korean restaurant selection in Bangkok and Vicinity. Journal of Business Administration Association of Private Higher Education Institutions of Thailand under the Patronage of HRH Princess Maha Chakri Sirindhorn Princess Maha Chakri Sirindhorn, 7(1), 11-22.
Sirikorn Tiaiam D., et al. (2019). Business Differentiation Affecting Consumer Decision Making on Buffet Restaurants in Muang District,Uttaradit Province, national academic conference Business Administration, No. 8.
Neyokpridi, C. (2008). Hotel Users in Prachuap Khiri Khan Municipality. [Individual Study]. Bangkok University.