INFLUENCE FACTORS AFFECTING THE SELECTION OF THE JOURNEY HOTEL BANGNA

Abstract

Research on Influence Factors Affecting the Selection of The Journey Hotel Bangna the objective is to study the factors affecting the decision to use The Journey Hotel Bangna to study the behavior and needs of those who use The Journey Hotel Bangna and to serve as a guideline for developing and planning business marketing strategies The Journey Hotel Bangna. This research is quantitative research. Using a survey research format. Data were collected from a sample of 400 tourists who used The Journey Hotel Bangna the tool used is a questionnaire. By simple random sampling Analyzed using descriptive statistics including percentage, frequency distribution, mean, standard deviation. The research results found that Most of the service users are female, with an age range of 30-50 years, working as employees of private companies. Education is at the bachelor's level and has a monthly income of 10,000-40,000 baht. This is consistent with the assumptions that influence the decision to use the service. The main reasons for choosing The Journey Hotel Bangna stem from The highest average score was for service personnel, with a mean ( = 4.71) indicating the highest level of service quality. This was followed by the product aspect, with a mean ( = 4.66) also indicating the highest level of service quality. The physical infrastructure aspect had a mean ( = 4.54) and was at a high level. Marketing promotion had a mean ( = 4.36) and was at a high level, as was distribution channels ( = 4.34).

Keywords: The Journey Hotel Bangna, Marketing Strategy