STUDY OF THAI TOURISTS’ SATISFACTION TOWARDS STAYING IN HOTELS AND RESORTS IN HUA HIN DISTRICT, PRACHUAP KHIRI KHAN PROVINCE

Abstract

This research aims at: 1) studying the behavior of tourists about staying in hotels and resorts, 2) studying the satisfaction of tourists towards hotels and resorts, and 3) studying about the personal characteristics affecting decision making in staying in hotels and resorts. The samples were 350 informants around the hotels and resorts on the Hua Hin beach by using Taro Yamane sampling scale. The samples were Thai people who came to visit Hua Hin beach and used hotel and resort services in Hua Hin. District, Prachup Khiri Khan Province. The study of behavior found that most of customers were male, aged under 30 years old, owned the business, earned income below 15,000 baht, were married, domiciled in Bangkok, stayed in 5 star hotel, lived in standard room, lived in the room with sea view, selected the hotel and resorts with cost as of 6,000 Baht per night, stayed for 2 nights, booked the rooms from hotel website, had only one person to stay at hotel and prioritized to stay with family. The most satisfaction of hotel service was accommodation environment, followed by safety confidence. Regarding the personal characteristics and behavior influencing the stay in hotels and resort in this research, especially accommodation, booking system, accommodation rates and star rating can influence Thai tourists’ decision to stay in Hua Hin. Due to the efficiency of hotel management, tourists were differently satisfied with the stay. The group of informants who needed the improvement of the management to increase the satisfaction of hotels and resort stay was the female, aged under 30 years old, graduated from basic education level, earned income between 15,001-30,000 Baht, were single resided in Bangkok, preferred to stay on the beach, stayed in below-3- star hotels and resorts, selected the family room, priced between 4,501 to 6,000 baht, aimed to participate the conference, stayed for one night, booked through the telephone system, stayed more than 6 persons in a group and more satisfied with hotel and resort service, comparing to other personal characteristic group.