Willingness to Pay of the Elderly for Hotels Accommodation that Apply the Holistic Health Promotion Concept in the Northeast of Thailand

Abstract

         The application of the holistic health promotion concept in the hotel business for the elderly is one of business differentiation forms that focuses on providing services both physically, mentally, socially and spiritually. The research objectives are; 1) To study the demographic and hotel occupancy behaviors of the elderly; 2)To study the willingness to pay level per hotel component according to the concept of holistic health promotion; and 3) To study the rates of accommodation that the elderly are willing to pay for hotels that apply the holistic health promotion concept. The data was collected by using a questionnaire with a sample of 400 elderly people in the Northeast of Thailand who with at least 5 years of hotel using experience, not less than 3 times a year, and using a specific sampling method.

The research showed that 1) Respondents were male 50.2%, female 49.8%, most of them aged between 60-65 years old, with marital status as the main, undergraduate education, average personal expenses 5,001-10,000 baht/month, the main source of income from pension, pension and social security, frequency of hotel stays 1-3 times a year, mostly with family or children, the main purpose of the stay was to make a pilgrimage. 2)Respondents were most willing to pay for the physical and mental, emotional and emotional components, such as a height-adjustable bed, food and beverages with a variety of age appropriate, and creating a feeling of relaxation and comfort in the services, and a willingness to pay to a large extent for the social and environmental and spiritual elements, for example, zoning rooms for the elderly who are not disturbed by anythings, creating a calm but warm atmosphere and emphasis on the honorable background of the elderly. 3) Respondents were 31.89 percent more willing to pay for accommodation in hotels that applied the holistic health promotion concept, compared to 31.89% of general hotel or increased from 1,609.50 Baht/night to 2,122.75 Baht/night. The results of the research will help hotel entrepreneur choose to invest in the right hotel components that are suitable for the elderly's willingness to pay, such as choosing an adjustable bed, food and beverage services suitable for age and health, proper room zoning and services that take into account the background and identity of each elderly person. To create a distinctive point in the service that is complete, both physically, mentally, socially and spiritually. It is a selling point that will continue to differentiate in the elderly hotel market.