Behaviors and Marketing Mix Affecting the Decision Making for Choosing Hotel Accommodation Services in Muang Nan District, Nan Province

Abstract

The objective of this article is to 1) examine how the tourist behavior influence their decision-making in choosing hotel accommodation services in the Muang District of Nan Province, 2) examine how the market-mix components  affect the decision-making  in selecting hotel accommodation services in the Muang District of Nan Province, and 3) investigate how the influence of consumer behavior and service market-mix  components  affect the decision-making process in choosing hotel accommodation services in the Muang District of Nan Province. This was a quantitative research study with a population and sample group consisting of consumers intended to travel and were currently making decisions to book hotel accommodations in the Muang District of Nan Province. The research methodology was adapted to a new lifestyle using the framework proposed by Hair (2010), suggesting that an appropriate sample size should have a minimum of 300 samples, which is the minimum required for analysis using modeling techniques. The researchers distributed questionnaires to tourists who had previously used accommodation services in Nan Province, and the sample group responded with a total of 440 sets of questionnaires.

The research findings indicated that the model was consistent with the empirical data, as evidenced by the statistical tests performed. Specifically, the Chi-Square statistic (χ²) was 31.126 with degrees of freedom (df) equal to 22, and a p-value of 0.094, which was greater than 0.05. The Chi-Square to df ratio (χ²/df) was 1.42, which was less than 2. Furthermore, the Comparative Fit Index (CFI) was 0.99, exceeding the 0.90 threshold, and the Goodness of Fit Index (GFI) was also 0.99, surpassing the 0.90 threshold. Additionally, the Adjusted Goodness of Fit Index (AGFI) was 0.95, greater than 0.90. Moreover, the Root Mean Square Error of Approximation (RMSEA) was 0.031, which was less than 0.05, and the Root Mean Square Residual (RMR) was 0.010, also less than 0.05. The Normed Fit Index (CN) was 479, well above the 200 threshold. In summary, all the statistical indices met the predefined criteria, indicating that the model fitted well with the empirical data. Consequently, it could be concluded that the model was consistent with the empirical data and that the Behavior (BEHA) negatively influenced the decision-making process to choose hotel accommodation services in the Muang District of Nan Province (DECI), with a direct effect size of -0.06 and a total effect size of -0.06. These effects were statistically significant at the 0.05 level. Additionally, Market Service Components (MKST) had a positive direct influence on the decision-making process to choose hotel accommodation services in the Muang District of Nan Province (DECI), with a direct effect size of 0.94 and a total effect size of 0.94. These effects were statistically significant at the 0.01 level.