2012 ©
             Publication
Journal Publication
Research Title Indonesian Muslim Tourists’ Preferences for Selecting Budget Hotels in Bangkok via Online Travel Agencies Using Marketing Mix 5Ps 
Date of Distribution 20 May 2023 
Conference
     Title of the Conference The 11th Annual National Conference on Business and Accounting & The 60th Anniversary the University of Thai Chamber of Commerce 
     Organiser Kasetsart University, University of the Thai Chamber of Commerce, and Khon Kaen University  
     Conference Place Virtual Conference 
     Province/State  
     Conference Date 20 May 2023 
     To 20 May 2023 
Proceeding Paper
     Volume 2023 
     Issue 11 
     Page 896-910 
     Editors/edition/publisher  
     Abstract Comprehending consumer preferences is an essential part of market research and it is instrumental in shaping business strategies, particularly in hospitality industries. The objectives of this study were to study consumer preferences, describe determining factors, and recommend prioritized factors for budget hotels in Bangkok selected via OTAs by Indonesian Muslim tourists. This study used a mix methodology approach by combining quantitative and qualitative methods. The data collection method was carried out by distributing questionnaires to 400 respondents and semi-structured interviews to six respondents selected by purposive sampling who met the criteria, which having experience booking a budget hotel in Bangkok via OTAs. By using descriptive analysis and content analysis, the findings showed that consumers have preferences when selecting budget hotels via OTAs by considering in a number of factors based on Marketing Mix 5Ps, including products (Modern Thai architecture, Double room, AC), price (Reasonable price with the budget hotel facilities offer), promotion (Price discount), place (Nearby public transportations), and people (Halal breakfast and hygiene and cleanliness). This finding practically and strategically provided benefits for academics and hotel practitioners. The results of this study are expected to develop marketing strategies to achieve better revenue management and service quality for budget hotels. 
Author
645740003-5 Mr. MUHAMAD LUKMAN ARDIANSYAH [Main Author]
College of Graduate Study in Management Master's Degree

Peer Review Status มีผู้ประเมินอิสระ 
Level of Conference ชาติ 
Type of Proceeding Full paper 
Type of Presentation Oral 
Part of thesis true 
ใช้สำหรับสำเร็จการศึกษา ไม่เป็น 
Presentation awarding false 
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