ปัจจัยที่มีอิทธิพลต่อการตัดสินใจเลือกใช้บริการโรงแรมราคาประหยัดของผู้บริโภคในเขตกรุงเทพมหานคร

Abstract

The main purposes of this research were to study factors affecting the decision to use budget hotels of customers in Bangkok. The research was conducted by using 385 sets of questionnaires as a research tool. The samples were a population in Bangkok. The statistics used in this research were Percentage, Mean, Standard Deviation (S.D.) and Logistic Regression Analysis. In addition, the marketing theory that is the concept of service marketing mix (7P) was mutually applied as a guideline to determine factors affecting the decision making of customers.

According to the study in Bangkok, it was found that the majority of the samples (in a total of 290 samples) who had ever used budget hotels were males aged 21-30 years old, single, lived with 4 family members, graduated in a bachelor’s degree, worked as employees in private companies, and earned average monthly income of 10,001-20,000 baht. And the rest (in a total of 95 samples) had never used budget hotels.

          The factors affecting the decision to use budget hotels were analyzed by Logit model, the analysis results indicated the factors affecting the decision to use budget hotels as follows: 1) Gender that was correlated with the decision to use budget hotels with a statistical significance level of 0.05. 2) Marital status that was correlated with the decision to use budget hotels with a statistical significance level of 0.10. 3) Marketing mix in terms of promotion and personal selling that were correlated with the decision to use budget hotels with a statistical significance level of 0.05. The estimated results obtained from the model can be used to estimate the probability of factors affecting the decision to use budget hotels as well.   

Keywords

          Budget Hotel