Foreign Tourist Hotel Selection within Chiang Mai Old City

Abstract

This research based on the findings related to foreign tourist hotel selection within Chiang Mai Old City through online platforms for effective hotel business management. Factors for decision making were analyzed based on the service marketing mix (7Ps), which includes product, place, price, promotion, physical evidence, people, and processes. The survey questionnaire was used to collect the data from 139 foreign tourists stayed in 81 hotels located in Chiang Mai Old City. Descriptive analysis was used to examine factors effecting for hotel selection. The finding revealed that the physical evidence, especially the uniqueness of the local arts, was the highest impact for hotel selection followed by the factor of price. The factors of process, product, place, people, and promotion were rated from highest to lowest respectively regardless the first two factors. The findings from this study can be concluded that website imagery, appropriate price, uncomplicated reservation process, accessible location, and reviews from the previous guests were factors that the foreign tourists considerably selected for hotels located in Chiang Mai Old City through online platform.