Service Marketing Mix Strategies Influencing the Decision to Use Hotel Accommodation Services in Pak Chong District, Nakhon Ratchasima Province
Keywords:
service marketing mix strategies, hotel accommodation, decision to use the service, Pak ChongAbstract
This research aimed to: 1) study the level of opinion on the service marketing mix strategies, 2) study the level of use hotel accommodation services in Pak Chong District, Nakhon Ratchasima Province; and 3) study the influence of service marketing mix strategies on the decision to use hotel accommodation services in Pak Chong District, Nakhon Ratchasima Province. The sample consisted of 400 sampling. A questionnaire was employed as a research instrument, and the data were analyzed using descriptive statistics, namely frequency, percentage, mean, and standard deviation, as well as inferential statistics, multiple regression analysis.
The findings revealed that: the analysis of the influence of service marketing mix strategies on the decision to use hotel accommodation services in Pak Chong District revealed that Product, Price, Promotion, People, and Physical Evidence had a positive influence on the decision to use hotel accommodation services at the 0.05 level of statistical significance. The service marketing mix (7Ps) could predict 19.10% of the variance in the decision to use hotel accommodation services.
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