A Comparative Study of the Marketing Mix and Hotel Guests’ Decision-Making in Sung Noen District, Nakhon Ratchasima Province

Authors

  • Juralak Siriwisit Nakhon Ratchasima College
  • Naruchol Thanachitchai Nakhon Ratchasima College

Keywords:

Marketing Mix, Decision-Making, Hotel Guests,

Abstract

Abstract

          The objectives of this research were to: (1) compare the marketing mix and decision-making of hotel guests in Sung Noen District, Nakhon Ratchasima Province, and (2) examine differences in marketing mix factors influencing decision-making classified by personal factors. The population included guests staying in Sung Noen District from January 1 to March 31, 2025. A sample size of 385 was determined using Cochran’s formula (1977) for an unknown population with a 95% confidence level. Data were collected via convenience sampling and analyzed using descriptive statistics, independent samples t-test, and one-way ANOVA.            Findings revealed that the overall marketing mix influence was at a high level. Factors ranked by importance were: physical evidence, promotion, price, process, place, people, and product. Hypothesis testing showed no statistically significant differences in opinions across gender, education, or occupation (p > .05$). This study contributes a localized perspective on how historical-industrial hybrid zones like Sung Noen impact hospitality marketing, advancing beyond general urban studies.

References

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Published

2026-04-30

How to Cite

Siriwisit, J. ., & Thanachitchai, N. . (2026). A Comparative Study of the Marketing Mix and Hotel Guests’ Decision-Making in Sung Noen District, Nakhon Ratchasima Province. International Accounting and Management Science Journal (IAMSJ), 1(1), 36–46. retrieved from https://so18.tci-thaijo.org/index.php/IAMSJ/article/view/2104

Issue

Vol. 1 No. 1 (2026): January - April 2026

Section

Research Articles

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