Factors Influencing Foreing Tourists in the Selection of Hotels in Patong Beach, Amphur Kathu, Changwat Phuket, Thailand

ABSTACT     The objectives of this minor thesis were the study of the factors influencing for foreign tourists in the selection of hotels in Patong beach, Amphur Kathu, Changwat Phuket, the behavior of foreign tourists and to use this minor thesis as a guideline for hotel manager to manage their business. The sample size for this research was 400 individuals who were foreign tourists in Patong Beach only, form August 1st, 2006 to February 28th, 2007. The tool used in this research, was the questionnaire developed by the author. The data was then analyzed by analysis program and was shown in the forms of frequency, percentage, means, standard deviation, significance, one-way ANOVA, T-test, which only analyzed at the statistical significance of 0.05.     The results of the study derived from 400 samples showed that the majority of tourists were from Europe, male, single, aged between 20-30 years old, company employees, the respondents were Christian with annual income of less than US$ 20,000 and level of education was high school. They were in the hotels in Patong Beach for the first time, preference for double bedded room, the buildings in Thai tradition style, the rooms with sea view, the hotels near the beach, length of staying was about 8-14 days, purpose of visit was for holiday and traveling. They came to Phuket by international airlines, and they preferred to come to the hotels by taxi more than the hotel limousine.     The results of the study about the factors influencing foreign tourists in the selection of hotels were the market environments, such as the marketing plans and the business plans to make a balance between the marketing tools. The objective of both plans was to identity the target group’s wants, encourage a search for information, allow evaluation and decision to buy the products and services. The marketing mix of 7Ps was Product, Price, Place, Promotion, People, Physical evidence, and Process. They were the important keys in marketing and business plans to be satisfaction in products and services until they were a Brand Royalty in the mind of foreign customers. Eventfully, they took hotel business to earn more sale volumes, profit margins, and market shares.     The study suggested that the hotels in Patong Beach area had focus on the Customer Relationship Management Strategy (CRM Strategy), and Total Quality Management Strategy (TQM Strategy).  CRM Strategy was to maintain good relationship between hotels and customers. The hotels should use the Customer Database Management to support the hotel marketing in matching customer’s demand.  TQM Strategy was to maintain the good product and service form all departments of the hotels and all part of the hotel business, to reduce the defects and make more quality form all parts of them.  Both strategies were important strategies to improve customer satisfactions. Eventually, both strategies improved the Brand Loyalty in the mind of the customers and took hotel business to earn more sale volumes, profit margins, and market shares in the final.     This minor thesis was the study of the factors influencing foreign tourists in the selection of hotels in the area of Patong Beach, Amphur Kathu, Changwat Phuket only. If other people want to study this subject more, they should study all area in Changwat Phuket or all area in Thailand. 

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