THE PROMOTION OF HOTEL BUSINESS IN CHUMPHON PROVINCE
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Abstract
This research aims to study: 1) the behavior of tourists in the stay in Chumphon Province, 2) the marketing mix of the camper business in Chumphon Province, 3) the quality of service that increases the satisfaction of tourists of the overnight stay business in Chumphon Province and 4) the guidelines for promoting business in Chumphon Province. The research was divided into two formats, including 1) qualitative research was an in-depth interview from representatives of government, the private sector, community and scholars, and 2) quantitative research was a collection of information from 400 Thai tourists traveling to Chumphon Province.
The results of qualitative research were found that quality of service that increases tourists' satisfaction entrepreneurs should provide additional extra services. As for the business promotion guidelines for overnight stay in Chumphon Province, service providers must have knowledge, ability and behaviors that create confidence in the service. Business operators should have a policy to support the enhancement of basic knowledge of service provision to people in each department. In addition, business operators should focus on providing employees with a culture of service and should be directly involved in providing services to guests, also creating good interaction with users in the future. For quantitative research it was found that most respondents knew the accommodation in Chumphon from searching the information from the internet, and chose to stay in Chumphon because of easy and convenient travel. The stay in Chumphon was during the weekends for 1 night by private car and in the hotel with the price less than 5,000 baht.The highest level of opinions was found in convenient traveling to the accommodation, online payment guarantee system, promotions according to various festivals, provision of additional services in conjunction with tourist attractions, advertising through various media such as travel journals, package arrangement for customers who come in groups, discounts for regular customers, appropriate service by the staff, the employees’ problem solving skills, the number of staff for service, the employees’ courteonsness in providing services, the staff’s service mind, smiling, politeness and friendliness, the good proportion of living space, well-kept guest information system, the accommodation which is beautifully decorated, security system for the accommodation, enough parking space for the customers’ needs, convenient registration process, accuracy in calculating the cost of using the service and the website of the hotel having a membership system to display information in the service and reservation of members.
Article Details
The published article is a copyright of the Academic Journal of Thailand National Sports University. The passage appeared in each article in this academic journal is a perspective of each author which is not related to the journal. Each author is required to be responsible for all components of his/her own article. If there are any mistakes, each author must be responsible for those mistakes on his/her own.
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