Factors Influencing the Selection of Hotels/Resorts in Lanta Yai Island, Krabi, Thailand by International Travelers

Abstract

          The objectives of this study are to investigate and identify important factors of hotel/resort selection for International Travelers. The aim is to study the influencial factors involving decision-making in selection of accommodations in Lanta Yai Island, Krabi, Thailand.

          The samples in this study were a group of International travelers who traveled and stayed in Lanta Yai Island during in April 2011. Some 200 sets of questionnaires were used at Lanta Yai Island. The tool used in this research was the questionnaire developed by the author. The data was then analyzed by a factor analysis with Orthogonal and VARIMAX rotation.

          The results of the study about the factors influencing international tourists in the selection of hotels/resorts indicated that ‘Security and Safety’ was the most important factor.‘Value’ was ranked as the second most important factor, followed by ‘Staff Service Quality’, ‘Location’, and ‘Room and facilities Quality’, respectively.

          The study suggested that ‘Security and Safety’ has been identified as the most influential in determining customers’ selecting the hotel in Lanta Yai Island, this is what hotels in Lanta Yai Island should consider while developing marketing strategies. For these prospective customers, security and safety are the most basic human needs. Even if the hotel is comfortable, if there is no safety, it is not worthwhile staying there. The other factors such as ‘Value’, ‘Staff Service Quality’, ‘Location’ and ‘Room and Facilities should not be ignored as well. The hoteliers should maintain the standards of these services and facilities to meet the basic needs of the customers.