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Publication
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| 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 |
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| Conference Date |
20 May 2023 |
| To |
20 May 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
11 |
| Page |
896-910 |
| Editors/edition/publisher |
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| 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 |
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| 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 |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย