Guidelines for Developing Market Service Component Factors Influencing Hotel Service Selection in the Amazing Thailand Safety & Health Administration (SHA) Project: A Case Study of Pattaya City, Chonburi Province
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Abstract
This study aimed to: (1) examine the perceived importance of service marketing mix factors in selecting hotels participating in the Amazing Thailand Safety & Health Administration (SHA) project, focusing on the urban area of Pattaya, Chonburi Province; (2) investigate the service marketing mix factors that influence the decision to use SHA-certified hotels in the study area; and (3) propose development strategies for key marketing factors that affect hotel selection within the SHA initiative. A mixed-methods research design was employed. The quantitative phase involved survey data collected from 400 international tourists who had visited Pattaya and used SHA-certified hotel services. The qualitative phase consisted of semi-structured interviews with six hotel executives from SHA-certified hotels in the area. The findings revealed that all dimensions of the service marketing mix were perceived as highly important in influencing hotel selection. Moreover, these factors significantly influenced tourists’ decision-making, with the developed predictive model explaining 49.4% of the variance. Among these factors, price was found to have the most substantial influence. In terms of development guidelines, SHA hotels in urban Pattaya should focus on enhancing value and building customer confidence in the post-COVID-19 era. This can be achieved by adopting flexible pricing strategies, improving safe and efficient service delivery, expanding digital service access, and implementing targeted and experiential marketing. Additionally, designing modern service offerings and maintaining hygienic and pleasant hotel environments are crucial to meet evolving tourist behaviors and enhance competitive advantage.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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