Marketing Factors Affecting a Small Hotel Stay in Next Normal Situation, Chiang Mai Province

Abstract

This research was a quantitative research. The objectives were: 1) to study tourist satisfaction towards staying in a small hotel in the next normal situation, Chiang Mai Province 2) to compare the demographic characteristics affecting the tourist satisfaction towards staying in a small hotel in the next normal situation, Chiang Mai Province and 3) to test market factors affecting the decision to stay at a small hotel in the next normal situation, Chiang Mai Province. Data were collected by convenient sampling with 400 customers who staying in a small hotel in Mueang Chiang Mai during January – August 2022. Then analyzed by descriptive and inferential statistics. The results showed that most of tourists are male, aged between 21- 30 years old, graduated with a bachelor's degree, single status, and student occupation. The overall satisfaction of the tourists was at a high level ( = 4.24). The satisfaction values were sorted in order as follows: infrastructure facilities( = 4.32), product /service ( = 4.28), personnel ( = 4.28), location( = 4.24), marketing promotion( = 4.24), process ( = 4.19) and price ( = 4.13) respectively. The comparison of demographic characteristics revealed that different genders, statuses and occupations affects to satisfaction to staying in a small hotel in the next normal situation, Chiang Mai Province at the statistical significance level of 0.05. Marketing factors affecting the decision to stay in a small hotel in the next normal situation, Chiang Mai Province were product/service, location, infrastructure and facilities, and processes.