The Approaches to Increase Sales of De Princess Hotel Udon Thani in Mueang District, Udon Thani Province

Abstract

           The objectives of this study were to study the marketing mix factors affecting to selection of hotel service in Udon Thani, and to sugestion the approaches to increase revenue of De Princess Hotel Udon Thani in Mueang district, Udon Thani. This research is a mixed method research. The population were visitors to Udon Thani.  The questionnaire was used as the tool to collect data from 400 respondents that used convenience sampling. The questionnaire had IOC between 0.67-1.00, and Cronbach's alpha at 0.98. The statistically were analyzed by percentage, and multiple logistic regression, along with an analysis of the general environment, the five competitive forces,  SWOT, and TOWS matrix.  
           The results demonstrated that the important factors affecting the selection of hotel services in Udon Thani Province, including; selling products that are souvenirs or OTOP that are unique to the local area, contact via social media, make a reservation online, organize promotions in collaboration with other organizations, discounts or special privileges from online reservations, reviews from previous guests, The check-in and check-out process is quick and accurate, thr welcome drink or cold towel upon arrival, screening and disease prevention before entering the service, resolve problems efficiently and quickly, the hotel provides better service than expected, and the hotel receives service standards. The accuracy in prediction was 77.75%. Finally 7 projects to increase revenue of De Princess Udon Thani Hotel as follows: 1) Selling souvenirs and OTOP products, good products of Udon Thani,     2) Saimu Chuan Tiew, 3) Seamless marketing, 4) 5 star review, 5) Book a room in advance at a special price, 6) Provide a unique experience to members, and 7) Sales call.