The Demographic and The Marketing Mix Factors Affected Decision Making Process of International Tourists to stay in a Hostel, Case Study : Khaosan Road, Bangkok District

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Nopparat Boonpienpon

Abstract

                The objectives of this research were to analyze the demographic factors of international tourists and the marketing mix factors that affected their decision to choose to stay in a hostel in Khaosan Road, Bangkok District and to help the operators to use the findings to implement a plan to solve related business problems. In response to demands of customers, based on questionnaires, most of the international tourists in the Khaosan Road, Bangkok District were Thai, female students with a Bachelor’s Degree. So it was decided upon to use all seven marketing mix factors. Statistics used in data analysis was Descriptive Statistics included Frequency, Percentage, Standard Deviation (S.D) and Mean. In addition, the marketing mix factors were shown to be important in the decision making process of international tourist in choosing a hostel. The results showed that the marketing mix factors that affected their decision to choose to stay in a hostel by sorting from greater effects to smaller ones: People, Process, Price, Place, Product, Physical Environment and Promotion. Marketing Mix Factor of People had an average score 4.30 which was the most important factor in using the service to satisfy the customers.

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บทความ : International