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Kingsai Suwannik. A study of factors affecting backpackers' decision in choosing service of hostels in Bangkok. Master's Degree(Marketing). Thammasat University. Thammasat University Library. : Thammasat University, 2016.
A study of factors affecting backpackers' decision in choosing service of hostels in Bangkok
Name: Kingsai Suwannik
keyword:
Hostel
;
Tourism
Abstract:
Today, with businesses in the hospitality sector catering to nearly every persons whim, desire and budget, the decision of selecting accommodations for travel and business has become a much more demanding process. Backpackers are concerned about their accommodation while travelling and willing to pay for various types of amenities and services within their budget. Hostels are one of the best alternatives for those individuals who wish to travel with a budget, but are not concerned with common sleeping quarters and shared bathing facilities. Such services allow backpackers to pay less money for accomodations and meet new friends from other countries at the same time. Most hostels aim to differentiate their unique design and offerings from competitors in order to satisfy their guests. However, the parts of the marketing mix that backpackers are concerned with and how important each is when choosing a hostel is an area which has seen little to no academic consideration. The purpose of this research is to study the marketing mix factors and traveling behaviors affecting backpackers decisions when choosing a hostel. The study was conducted in three phrases ; exploratory research, qualitative research and quantitative research. The quantitative research was conducted using an online questionnaire with a total of 180 respondents. A one-way ANOVA was used to analyze these data making use of IBMs SPSS. The results showed that cleanliness of the hostel, price transparency, convenience of transportation to and from the airport, media advertising on social media such as reviews from TripAdvisor, Travel Bloggers, Pantip, etc., helpful hostel staff, service speed, nice decoration and good atmosphere are considered the most important factors in terms of seven service marketing mix factors. In addition, different respondent types categorized by the purpose of visiting a hostel considered the marketing mix factors differently in terms of product, price, promotion, people, process, and physical evidence
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Smith, Malcolm C.
Role:
advisor
Created:
2016
Modified:
2021-06-08
Issued:
2021-06-08
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Science
Level: Master's Degree
Descipline: Marketing
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.02771 วินาที
Kingsai Suwannik
| Title | Contributor | Type |
|---|---|---|
| A study of factors affecting backpackers' decision in choosing service of hostels in Bangkok
มหาวิทยาลัยธรรมศาสตร์ Kingsai Suwannik | Smith, Malcolm C. | วิทยานิพนธ์/Thesis |
Smith, Malcolm C.