Marketing Factors in Accommodation Selection Among Retirement-Age Tourists: A Case Study of Chiang Khan Walking Street, Loei Province
Keywords:
retirement-age tourists, accommodation selection, marketing factors, services marketing mix, Chiang KhanAbstract
This research examined the personal and marketing factors influencing accommodation selection among retirement-age tourists at Chiang Khan Walking Street, Loei Province. The sample comprised 420 tourists aged 60 years and over, with the sample size determined through purposive sampling. The research instrument was a questionnaire. Data were analyzed using descriptive statistics.
The findings revealed that most respondents were female (55.71%), aged 60–65 years (75.00%), married (52.38%), and held a bachelor's degree (61.67%). The majority had a monthly income of 15,000–25,000 baht (52.62%) and resided in the Northeastern region (80.00%). Regarding the marketing factors based on the services marketing mix (7Ps), all seven dimensions were rated at a high level overall. The dimension with the highest mean score was Place (x̄= 4.46), followed by Process (x̄= 4.44), Promotion and Physical Evidence (x̄= 4.43), People (x̄= 4.42), Product (x̄= 4.40), and Price (x̄= 4.38). Notably, these tourists prioritized convenience of access and value for money over low prices. These findings led to a theoretical contribution termed The 3C Decision Base: Convenience–Value–Care, which can
guide accommodation operators and relevant agencies in developing services and formulating marketing strategies aligned with this target group's needs.
References
Aiyasiri, A. (2015). Factors affecting the decision of Singaporean tourists to use accommodation services in Koh Samui District, Surat Thani Province [Unpublished master's thesis]. (In Thai).
Amarin TV. (2024, November 7). Sip changwat tham ngoen chak thongthiao Thai sungsut pi 2567 (kao duean raek) [Ten provinces generating the highest domestic tourism revenue in Thailand, 2024: First nine months] [in Thai]. https://www.amarintv.com/spotlight/economy/70803
Bangkok Biznews. (2023, November 7). Thongthiao Loei bum sut! Nakthongthiao rae thiao laeo kwa 3 lan khon ngoen saphat kwa 8,000 lan [in Thai]. https://www.bangkokbiznews.com/lifestyle/travel/1097515
Charoensiri, N. (2015). Factors and decision-making process in selecting accommodation of Thai tourists in Mueang District, Nakhon Ratchasima Province [Unpublished master's thesis]. (In Thai). Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008
Cohen, E. (2008). The changing faces of contemporary tourism. Society, 45(4), 330–333. https://doi.org/10.1007/s12115-008-9108-2
Crouch, G. I. (2011). Destination competitiveness: An analysis of determinant attributes. Journal of Travel Research, 50(1), 27–45. https://doi.org/10.1177/0047287510362776
Culliton, J. W. (1948). The management of marketing costs. Division of Research, Graduate School of Business Administration, Harvard University.
Darunwat, B. (2017). A feasibility study on the development of accommodation for retired foreign senior citizens and health tourists in Chiang Rai Province [Unpublished master's thesis]. (In Thai).
Inkong, P. (2020). Factors in accommodation selection of Thai tourists in Kanchanaburi Province [Master's thesis, Dhurakij Pundit University]. (In Thai). https://libdoc.dpu.ac.th/thesis/Parinyaporn.Ink.pdf
Jongpipitporn, P. (2015). Factors affecting the purchase intention of accommodation among self-reliant elderly people [Unpublished master's thesis]. (In Thai). https://shorturl.asia/94IiQ
Klangrak, P. (2018). Factors affecting the decision to use boutique hotel accommodation of working-age people in Mueang Phuket District [Unpublished master's thesis]. (In Thai).
Na Lampang, S. (2019). Motivation and behavior of foreign senior long-stay tourists in Thailand [Unpublished master's thesis]. (In Thai).
Poria, Y., & Airey, D. (2011). Senior tourists and their accommodation needs. International Journal of Tourism Research, 13(5), 431–442.
Rakmuncharoen, J. (2015). Factors affecting the decision to use hotel and resort accommodation of Thai tourists in the economic zone of Mae Sai District, Chiang Rai Province [Unpublished master's thesis]. (In Thai).
Siritan, I. (2020). Factors affecting the accommodation selection of tourists [Unpublished master's thesis]. (In Thai).
Sukkaew, P. (2018). Factors affecting the decision to use boutique hotel accommodation of working-age people in Mueang Phuket District [Unpublished master's thesis]. (In Thai).
Thadawatthanawit, S. (2024). Personal factors and travel behavior affecting the intention to travel domestically after the COVID-19 pandemic among tourists in Bangkok [Unpublished master's thesis]. (In Thai).
Tibinta, T., & Chairat, P. (2020). Factors in accommodation selection of senior tourists in Chiang Mai Province. Dusit Thani College. (In Thai). https://n9.cl/m7gg1m
Trakulphanlert, L. (n.d.). Suitable accommodation in Thailand for senior tourists residing in Bangkok [Unpublished master's thesis]. (In Thai).
Wongnongtoei, T. (2021). Factors and attitudes affecting residence in accommodation projects for the elderly[Master's thesis, Mahidol University]. (In Thai). https://archive.cm.mahidol.ac.th/handle/123456789/4496
