Service Marketing Mix Factors Influencing Hotel Selection by Tourists in Kanchanaburi Province

Abstract

This research had two primary objectives: (1) to examine hotel service selection by tourists in Kanchanaburi Province when classified by personal factors; and (2) to investigate the influence of service marketing mix factors on hotel service selection by tourists in Kanchanaburi Province. Data were collected from a sample of 400 tourists visiting and staying in hotels in Kanchanaburi Province using convenience sampling. The research instrument was a self-developed questionnaire, which underwent content validity testing by experts and reliability assessment. The statistical analyses included mean, percentage, standard deviation, independent samples t-test, one-way analysis of variance (ANOVA), and multiple linear regression. The findings revealed that (1) hotel service selection by tourists in Kanchanaburi Province significantly differed based on the personal factors of gender, income, and education. (2) The service marketing mix factors influencing hotel service selection by tourists in Kanchanaburi Province included place (b = 0.10), distribution channels (b = 0.17), people (b = 0.13), process (b = 0.21), and physical evidence (b = 0.19). The regression model accounted for 51.90% of the variance in hotel service selection and can be represented by the following equation:

Y = 0.92+0.10X1*+0.09X2+0.17X3**+0.04X4 +0.13X5*+0.21X6**+0.19X7 **