µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or

2555

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2555



FACTORS EFFECTING MARKETING MIX CHOOSES OF ONLINE RESERVATION

SYSTEM IN THAILAND HOTEL BUSINESS

By

Miss Chatuporn Ruttalaungsak

A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree

Master of Business Administration Program in Entrepreneurship

Graduate School, Silpakorn University

Academic Year 2012

Copyright of Graduate School, Silpakorn University



“

”

……...........................................................

( . )

.......... .................... . ...........

.

....................................................

( )

............/......................../..............

....................................................

( . )

............/......................../..............

....................................................

( . )

............/......................../..............



54602705 :

: / /

:

. : . . . 112 .

Krejcie and

Morgan (Quota Sampling Design)

386

142

36.8 (Sales and Marketing Department)

255 66.10 117 30.30

200 124 32.10

(Resort) 192 49.70

(Independent Hotel) 217 56.20

( 4.41)

( 3.85)

( 2.86)

( 4.23)

( 4.35)

( 3.92) ( 4.24)

( 4.23)

( 4.35)

( 3.92) ( 4.24)

...................................................... 2555

.........................................................



54602705 : MAJOR : ENTREPRENEURSHIP KEY WORDS : THE MARKETING MIX/CONSUMER BEHAVIOR/ELECTRONIC COMMERCE/ ONLINE RESERVATION SYSTEM CHATUPORN RUTTALAUNGSAK : FACTORS AFFECTING MARKETING MIX CHOOSES OF ONLINE RESERVATION SYSTEM IN THAILAND HOTEL BUSINESS. THESISADVISOR : ASST. PROF. PITAK SIRIWONG, Ph.D .112 pp.

In this study, the researcher focused on the “7 P”, the marketing mix factors that influence the choice of service Online Reservation System Business in Thailand by using Quota Sampling Design. Sample size of population was using Krejice and Morgan Method. Questionnaires were used to collect data within 386 cases.

The results showed the majority of the junior management positions (142 cases or 36.8 percent), most of the parties responsible for Sales and Marketing (255 cases or 66.1 percent), most of the hotels are located in Bangkok (117 cases or 30.3 percent), and most have more than 200 Room Numbers (124 cases or 32.1 percent). The type of business are mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or 56.2 percent). Analysis of the marketing mix factors affecting the choice of Online Reservation System in Thailand Hotels Business. The product was found to be the most important factor (Mean = 4.408), the price (Mean = 3.851), the distribution channels (Mean = 2.815), the promotion (Mean = 4.225), the personnel (Mean = 4.345), the creation and presentation of physical characteristics (Mean = 3.921), and the process (Mean = 4.241).

The assumption test by Anova F-test showed the factors of marketing mix that have statistically significant influences in choosing Online Reservation System service of hotel business are city, number of rooms in hotel, type of service, and type of management.

Program of Entrepreneurship Graduate School, Silpakorn University

Student's signature............................................... Academic Year 2012

Thesis Advisor’s signature ……………………………………



.



....................................................................................................................

...............................................................................................................

.....................................................................................................................

............................................................................................................................

1 .............................................................................................................................. 1

................................................................. 1

........................................................................................ 2

............................................................................................ 3

............................................................................................... 3

.............................................................................................. 5

..................................................................................... 6

.................................................................................................... 6

2 .................................................................................................... 8

........................................................ 8

.................................................... 13

....................................................... 23

............................................................. 34

...................................................................................... 36

.................................... 41

.................................................................................................. 44

3 ............................................................................................................ 49

........................................................................................................ 49

............................................................................................ 50

............................................................. 50

......................................................................................... 51

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.................................................................................................. 53

4 ..................................................................................................... 55

1 .................................... 56

2 ...................................................... 57

3 ....................................... 60

5 ................................................................................ 90

....................................................................................................... 90

................................................................................................. 94

........................................................................................................... 98

............................................................................................................................ 99

.................................................................................................................................. 102

........................................................................ 103

Cronbach Alpha ........................................................ 110

.............................................................................................................................. 112



1 .................................................................... 3

2 ...................................................... 36

3

Krejcie and Morgan...... 50

4 ................................. 56

5 ........................... 56

6 ........................ 57

7 ... 58

8 58

9 ................. 59

10

.......................................... 60

11

.............................................................................. 62

12

........................................ 64

13

.............................................................. 65

14

......................................................... 67

15

... 68



16

.................................................. 69

17

..................................................................................................... 71

18

............................................................................................. 74

19

..................................................................................................... 77

20

................................................................................................... 81



1

1

1.

( , 2555)

. . 2553 95,848

5.25

4.9

“ ”

( , 2554)

1.5 600



2

( , 2555 )

( , 2555)

2.

2.1

2.2



3

3.

3.1

3.2

4.

4.1

4.1.1

5,988 ( , 2555)

4.1.2

Krejcie and Morgan (1970, , 2555 : 184)

Krejcie and Morgan 386

1

Krejcie and Morgan

1,815 31 117

357 6 23

527 9 34

1,008 17 65

341 6 22

450 8 29

1,489 23 96

5,988 100 386



4

4.1.3 (Quota Sampling

Design) ( , 2555 : 164)

4.1.3.1

1. 2556

2. 27

3. 2013

4. Thailand Travel Mart Plus 2013 (TTM+2013)

5. Thailand Travel and Dive Expo 2013

4.1.3.2

4.2

4.2.1 5

4.2.1.3

4.2.1.4

4.2.1.2

4.2.1.3

4.2.2

7

4.2.2.1

4.2.2.2

4.2.2.3



5

4.2.2.4

4.2.2.5

4.2.2.6

4.2.2.7

4.3

2555

2556 5

5.

1

-

-

-

-

-

-

-

-

-

-

-

6

6.

6.1

6.2

6.3

6.

( , 2546)

(Steadmon and Kasavana, 1988 : 4 - 18)



7

( , 2541:

35-36)



8

2

1.

2.

3.

4.

5.

6.

7.

1.

1.1

(Decision Making)

(Gibson and Ivancevich, n.d.)

(Information)

(Barnard, n.d.)

(Simon, n.d.)

(2520 : 38)



9

(2529 : 3)

(2536 : 87)

(Choice of Alternative)

1.

2.

3.

(2542: 106) (Decision

Making)

1.

2.

3.

4.

5.

6.

(2548 : 6)

1.2

1.2.1 (Kotler, 2003,

, 2550 : 13-26) 5

1.2.1.1 (Problem or Need Recognition)



10

1.2.1.2 (Information Search)

1.2.1.3 (Evaluation of Alternatives)

2

1.2.1.4 (Purchase Decision)

3

1.2.1.5 (Post Purchase Feeling)

1.2.2 (Reader)

(Reader)

(Reader, n.d.)

15

10 5

(Reader)

3 (Pull factors) (Push factors)

(Able factors)

1.2.2.1

1.

2.



11

3.

4.

1.2.2.2

1.

(Social action)

2. (Commitments)

3. (Force)

1.2.2.3

1. (Opportunity)

2. (Ability)

3. (Support)



12

10 (Reader)

1.

2.

3.

4.

5.

10

6. 10

7.

8.

9.

10.

3



13

2.

2.1

. .2525

(Blackwell and Others, 2001 : 6)

( )

Engle, Blackwe and Miniard (n.d.) “

( , 2549)

(2548:32-46)

(2536: 5)

, (Engle, Blackwell and Miniard, 1990 : 3

, 2544 : 6)

, (Holt, Rinehart and Winson, 1968 : 5

, 2546 : 27)



14

, (Schiffman and Kanuk, 2000 : G-3,

, 2546 : 192) (Consumer Behavior)

2.2

(2555)

2

2.2.1 (Theory of Utility)

(Cardinal utility) (Util)

1

10 1 15

1 1 5



15

1.

2.

3.

4.

5.

2.2.2 (Theory of Indifference Curve)

-

(ordinal utility)

2.2.3

7

(Goal)

2.2.3.1 (Readiness)

(Situation)



16

2.2.3.2 (Interpretation)

2.2.3.3 (Response)

2.2.3.4 (Consequence)

2.2.3.5 (Reaction to Thwarting)

( , 2536 : 9-10)

2.2.4

(2546 : 199 - 201)

2.2.4.1 (External Factors)

(Internal Factors)

1. (Culture Factors)

2. (Culture)

3. (Subculture)



17

4. (Social Class)

4.1

4.2

4.3

4.4

2.2.4.2 (Social Factors)

1. (Reference Group)

2

1.1 (Primary Groups)

1.2 (Secondary Groups)

1.2.1

1.2.2 (Family)



18

1.3 (Role and Status)

2.2.4.3 (Personal Factors)

1. (Age)

2. (Family Life Cycle State)

3. (Occupation)

4. (Economic Circumstance)

5. (Education)

6. (Life Style)

2.2.4.4 (Psychological Factors)

1. (Motivation)



19

2. (Perception)

( )

5

3. (Learning)

(Stimulus Response Theory)

4.

5.

6. (Freud Theory)

(Freud Theory)

3

6.1 Id

6.2 Ego



20

6.3 Superego

Superego

7. (Self Concept)

2.2.5

5

( , 2541 : 144)

2.2.5.1 (Initiator)

2.2.5.2 (Influencer)

2.2.5.3 (Decider)

2.2.5.4 (Buyer)

2.2.5.5 (User)

(Consumer Decision Process)

(

, 2541 : 83-96)



21

2 5

: , ( : ,

2546),12.

1 (Need Recognition)

(Problem Recognition)

(Physiological Needs) (Aegvired Needs)

(Psychological Needs)

2 (Information Search)

5

1. (Personal Sources)

2. (Commercial Sources)

3. (Public Sources)

4. (Experiential Sources)



22

5. (Experimental Sources)

3 (Evaluation of Alternatives)

1. (Product attributes)

2.

3.

4.

4 (Purchase Decision)

3

3

(Evaluation of Alternative) (Purchase Intention)

(Purchase Decision)

5 (Post Purchase Feeling)



23

3.

(2546 : 24) (Marketing Mix)

4 “4 Ps” (Product) (Price)

(Place) (Promotion)

(2542 : 11) (Marketing Mix)

(2543: 26)

(4P’s)

(Product)



24

(Price)

(Placement-Channel of Distribution)

(Promotion-Marketing Communication)

(2549 : 63-83, Zeithaml and Bitner : 1996)

(Service Marketing Mix)

4P’s

4P’s Product,

Price, Place Promotion 3 People, Process Physical

Evidence 7P’s

1. (Product)



25

2. (Price) P

2.1 (Product Value)

2.2

2.3

2.4

3. (Place)

2

3.1 (Channel of Distribution)

3.2 (Market Logistics)

3.2.1 (Transportation)

3.2.2 (Storage) (Warehousing)

3.2.3 (Inventory Management)

3.2.4 (Promotion)

(Personal Selling) (No Personal Selling)

1. (Advertising)

( )



26

1.1 (Creative Strategy)

(Advertising)

1.2 (Media Strategy)

2. (Personal Selling)

2.1 (Personal Selling Strategy)

2.2 (Sale Force Management)

2.3 (Sale Promotion)

3

1.

2.

3.

2.4 (Publicly and Public

relation)

2.5 (Direct Marketing Direct Response)

(Online Marketing)

1.

2.

3.

4.

( , 2546 : 35-36)

5.



27

2.6

2.7

(2541: 35-36)

(Marketing Mix)

1. (Product)

2. (Price) P

2.1 (Product Value)

2.2

2.3

2.4

3. (Place)



28

2

3.1 (Channel of Distribution)

3.2 (Market Logistics)

1. (Transportation)

2. (Storage) (Warehousing)

3. (Inventory Management)

4. (Promotion)

(Personal Selling) (No Personal Selling)

4.1 (Advertising)

( )

4.1.1 (Creative Strategy)

(Advertising)

4.1.2 (Media strategy)

4.2 (Personal Selling)

4.2.1 (Personal Selling Strategy)

4.2.2 (Sale Force Management)

4.3 (Sale Promotion)

3



29

4.3.1

4.3.2

4.3.3

4.3.4 (Publicly and Public

Relation)

4.4 (Direct Marketing Direct Response)

(Online Marketing)

4.4.1

4.1.2

4.1.3

4.1.4

4.1.5

4.1.6

4.1.7



30

(2552 : 80-81)

1. (Product)

(Utility) (Value)

1.1 (Product Differentiation)

(Competitive Differentiation)

1.2 ( ) (Product Component)

1.3 (Product Positioning)

1.4 (Product Development)

(New and Improved)

1.5 (Product Mix)

(Product Line)

2. (Price) /

/

(Armstrong and Kotler, 2009 : 616) P

Product (Cost)

(Value) (Price)

2.1

2.2

2.3



31

2.4

3. (Promotion)

(Remind)

(Etzel, Walker and Stanton, 2007 : 677)

(Personal Selling) (Nonpersonal Selling)

[Integrated Marketing

Communication (IMC)]

3.1 (Advertising)

(Armstrong and Kotler, 2009 : 33) (1)

(Create strategy) (Advertising Tactics) (2)

(Media strategy)

3.2 (Personal Selling)

(Etzel, Walker and Stanton, 2007 : 675)

(Armstrong and

Kotler, 2009 : 616) (Personal

Selling Strategy) (Sales force Management)

3.3 (Sales Promotion)

3

3.3.1

(Consumer Promotion)



32

3.3.2 (Trade

Promotion)

3.3.3

(Sales Force Promotion)

3.4 (Publicity and Public Relations)

( )

(Public Relations)

3.4.1 (Direct Marketing Direct Response Marketing)

(Direct Response Advertising)

(Online Advertising)

3.4.2 (Direct Marketing Direct Response Marketing)

3.4.3 (Direct Response

Advertising)

3.4.4 (Online Advertising)

(Electronic Marketing E-Marketing)

1.

2.

3.

4.



33

4. (Place Distribution)

2

4.1 (Channel Distribution)

(Direct channel)

4.2 (Physical

Distribution Market Logistics)

4.2.1

4.2.2

4.2.3



34

4.

4.1

Electronic Commerce

E-Commerce

(Show Room)

( , 2555)

(ECRC Thailand, 2551,

, 2551)

(2546: 73)

(Product Information)

(Order) (Invoice) (Payment Processes)

(Customer Services)

4.2

(2548 : 59-74)

9

4.2.1 B2B

(www.cementhaionline.com)

4.2.2 B2G

(www.pantavanij.com)

4.2.3 B2C www.amazon.com

,www.jobsdb.com



35

4.2.4 G2B

e-Revenue www.rd.go.th

www.gprocurement.or.th

4.2.5 G2G

(Government Fiscal Management

Information System : GFMIS) www.gfmis.go.th

4.2.6 G2C Government to Citizen

e-Government,

e-Citizen Smart Card

4.2.7 C2B

(Mobile

Commerce)

4.2.8 C2G email

email

4.2.9 C2C

www.thai2hand.com

www.ebay.com www.pantip.com

( 2552)

6

1. (E-tailing= Electronic Retailing)

(Virtual Storefront) . . 1999

2. (Market E-research)

-



36

3.

4.

(VOIP= Voice Over IP)

5.

6.

(SSL= Secure Socket Layer)

(SET = Secure Electronic Transaction) (RSA = Rivest Shamir and Adleman)

(DES= Data Encryption Standard) (Triple DES)

5.

. . 2554

5,988

2

1,815

357 527

1,008 341

450 1,489

5,988



37

(Henkin, 1979 : 3 - 4) 3

1. (Commercial or Transient

Hotels)

2. (Residential Hotels)

3. (Resorts Hotel)

(Incentive Tour)



38

3

(Motels) (Motor Hotels) (Rooming Houses)

(Tourist Camps) (Tourist Houses) (Henkin, 1978 : 5)

(Lattin, 1968 : 50 - 51)

2

(Transient Hotel)

(Residential Hotel) 2

(Gray and Liguori, 1994 : 10 - 11) (Location)

(Small Cities) (Large Cities)

(Resorts) (Airports) (Gray and Liguori, 1994 : 11 - 16)

(Steadmon and Kasavana, 1988 : 4 - 18)

1. (Hotel Size)

2. (Hotel Target Markets)

2.1 (Commercial Hotels)



39

2.2 (Airport Hotels)

2.3 (Suite Hotels)

10

2.4 (Residential Hotels)

2.5 (Resort Hotels)

2.6 (Bed and Breakfast)

“ ” (B and Bs)

20 – 30

2.7 (Condominium Hotel)

(Time – Share Hotels)

2.8 (Casino Hotels)

24 (Gray and Liquori,

1994 : 314 - 316)



40

2.9 (Conference Centers)

3.

(Ownership

and Affiliation)

3.1 (Independent Hotel)

3.2

(Alliance Hotel)

3.3

(Franchise Hotel)

3.4

(Chain Hotel)

Management Contract, Profit Sharing



41

6.

(Tschanz and Klein, 1996, , 2552)

6.1 (Information)

6.1.1

6.1.2

6.1.3

6.2 (Processes)

6.2.1

6.2.2

6.3 (Co-operation)

6.3.1

6.3.2

6.3.3

6.4

6.4.1



42

6.4.2

6.4.3

6. 4.4

(2543: 54–58)

/

(2545)

1.

3

2.

3.



43

4.

30

5.

(2552)

(2546)

(2543)



44

(2546 : 77)

(2544)

80

100

2-3

(2549)

/

7.

(2555)

(Tourism Demand

and Supply)



45

(2549)

/

15 385

SPSS (Statistical Package for Social

Sciences) for Windows

6 6

2 32 18.01-24.00 .

/

0.05

/

/ 0.05



46

/

(2547)

47.2 5 31.5

5

58.3 26.8

20.5 15.7

75.6 1:1 69.3

48.4

128 Kbps

70.1

26.8 3.1

(2544)

Server

2-3

2,001-5,000

(2543)

1)



47

2)

3)

(Cybermall)

(Business to

Consumer)

(Business to Business)

(Consumer to Consumer)



48

(2543)

86 25.7

3

( )



49

3

“

” (Survey

Research)

1.

2.

3.

4.

5.

6.

7.

1.

(Quantitative Research)

(Questionnaires)

(Research Hypothesis)

(Descriptive Analysis) (Frequency)

(Percentage) (Mean) (Standard Deviation SD)

F-test One Way Anova



50

2.

2

2.1 (Primary Data)

2.2 (Secondary Data)

3.

3.1

5,988 ( , 2554)

3.2

Krejcie and Morgan (1970, , 2555 : 184) 386

Krejcie and Morgan

3

Krejcie and Morgan

Krejcie and Morgan

1,815 31 117

357 6 23

527 9 34

1,008 17 65

341 6 22

450 8 29

1,489 23 96

5,988 100 386

3. 3 (Quota Sampling

Design) ( . 2555: 164)

51

4.

4.1

4.2

3

1

2

3

( , 2555 : 200)

5 (Likert , n.d., , 2555 :

213-215)

5

4

3

2

1

(Interpretation)

(Rating Scale)

= –

= 5 – 1 = 0.8

5



52

5

( , 2555 : 214)

4.51 - 5.00

3.51 - 4.50

2.51 - 3.50

1.51 - 2.50

1.00 - 1.50

5.

(Questionnaires)

5.1

5.2

(Item)

5.3

5.4

5.5

(Try Out)

40

(Alpha Coefficient) ( , 2555 :

239) 0.86

5.6



53

6.

6.1

6.1.1 2556

6.1.2 27

6.1.3 2013

6.1.4 Thailand Travel Mart Plus 2013 (TTM+2013)

6.1.5 Thailand Travel and Dive Expo 2013

6.2

6.3

7.

7.1 (Editing)

7.2 (Coding)

7.3 (Processing)

SPSS/PC

7.4

7.4.1

7.4.2 (Descriptive analysis)

F-test One way Anova



54

( , 2555 : 364 – 369)



55

4

n

X (Mean)

S.D. (Standard deviation)

Sig. (2-tailed) SPSS

* 0.05

3

1

2

3



56

1

4

( )

135 35.0

142 36.8

93 24.1

16 4.1

386 100.00

4

142 36.80 135 35.00

93 24.10

5

( )

(Front Office Department) 29 7.50

(Reservation Department) 32 8.30

(Revenue Department) 36 9.30

(Sales and Marketing

Department) 255 66.10

(Management Department) 33 8.50

(Purchasing Department) 1 .30

386 100.00

57

5

(Sales and Marketing Department) 255 66.10

(Revenue Department) 36 9.30

(Management Department) 33 8.50 (Reservation

Department) 32 8.30

2

6

( )

117 30.30

23 6.00

65 16.80

29 7.50

34 8.80

22 5.70

96 24.90

386 100.00

6 117

30.30 96 24.90

65 16.80 34 8.80

58

7

( )

1-50 41 10.60

51-100 99 25.60

101-150 24 6.20

151-200 98 25.40

200 124 32.10

386 100.00

7 200 124

32.10 51-100 99 25.60 151-200

98 25.4 1-50 41 10.60

8

( )

(Guest House) 17 4.40

(City Hotel) 126 32.60

(Resort) 192 49.70

(Boutique) 47 12.20

/ / (Apartment,

Mansion, Condominium) 4 1.00

386 100.00

8 (Resort) 192

49.70 (City Hotel) 126

59

32.60 (Boutique) 47 12.20 (Guest House) 17

4.40

9

( )


(Alliance Hotel) 47 12.20

(Franchise Hotel)

21 5.40

(Chain Hotel)

101 26.20

386 100.00

9


(Chain Hotel) 101 26.20

(Alliance

Hotel) 47 12.20

(Franchise Hotel) 21 5.40

60

3

1

10

Mean

X SD

1.

0 1

(0.3)

9

(2.3)

159

(41.2)

217

(56.2) 4.53 .56

2.

0 1

(0.3) 0

165

(42.7)

220

(57.0) 4.57 .51

3.

0 1

(0.3) 0

166

(43.0)

219

(56.7) 4.56 .51

4.

0 0 5

(1.3)

190

(49.2)

191

(49.5) 4.48 .53

61

10

( )

Mean

X SD

5.

0 0 9

(2.3)

198

(51.3)

179

(46.4) 4.44 .54

6.

0 14

(3.6)

138

(35.8)

146

(37.8)

88

(22.8) 3.80 .83

7.

(Tablet)

0 22

(5.7)

105

(27.2)

151

(39.1)

108

(28.0) 3.89 .88

8.

0 0 3

(0.8)

129

(33.4)

254

(65.8) 4.65 .49

9.

0 0 0 96

(24.9)

290

(75.1) 4.75 .43

4.41 .59

62

( 4.41 )

( 4.75)

( 4.65)

( 4.44)

11

Mean

X SD

1.

0 0 0 105

(27.2)

281

(72.8) 4.73 .45

2.

0 16

(4.1)

87

(22.5)

203

(52.6)

80

(20.7) 3.90 .77

3.

0 18

(4.7)

167

(43.3)

188

(48.7)

13

(3.4) 3.51 .64

63

11

( )

Mean

X SD

4.

16

(4.1)

49

(12.7)

199

(51.6)

59

(15.3)

63

(16.3) 3.27 1.01

3.85 .78

( 3.85)

( 4.75)

( 3.90)

(Charge per Monthly)

( 3.51)

( 3.7)

64

12

Mean

X

SD

1.

42

(10.9)

202

(52.3)

100

(25.9)

33

(8.5)

9

(2.3) 2.39 .88

2.

46

(11.9)

153

(39.6)

151

(39.1)

28

(7.3)

8

(2.1) 2.48 .87

3.

9

(2.3)

18

(4.7)

110

(28.5)

210

(54.4)

39

(10.1) 3.65 .82

4.

43

(11.1)

100

(25.9)

167

(43.3)

68

(17.6)

8

(2.1) 2.74 .95

2.82 .87

65

( 2.82)

( 3.65)

( 2.74)

( 2.48)

13

Mean

X

SD

1.

0 10

(2.6)

8

(2.1)

199

(51.6)

169

(43.8) 4.37 .66

2.

0 9

(2.3)

85

(22.0)

228

(59.1)

64

(16.6) 3.90 .69

66

13

( )

Mean

X

SD

3.

0 0 7

(1.8)

214

(55.4)

165

(42.7) 4.41 .53

4.23 .62

(

4.24)

( 4.41)

( 4.37)

( 3.90)

67

14

Mean

X SD

1.

0 0 12

(3.1)

245

(63.5)

129

(33.4) 4.30 .52

2.

0 0 6

(1.6)

236

(61.1)

144

(37.3) 4.36 .51

3.

0 0 0 242

(62.7)

144

(37.3) 4.37 .48

4.35 .51

( 4.36)

68

( 4.37)

( 4.36)

( 4.30)

15

Mean

X SD

1.

0 22

(5.7)

133

(34.5)

152

(39.4)

79

(20.5) 3.75 .85

2.

0 0 47

(12.2)

205

(53.1)

134

(34.7) 4.23 .65

3.

9

(2.3)

25

(6.5)

175

(45.3)

135

(35.0)

42

(10.9) 3.46 .86

4.

0 0 27

(7.0)

233

(60.4)

126

(32.6) 4.26 .58

3.92 .73

69

( 3.92)

( 4.26)

( 4.23)

( 3.75)

16

Mean

X SD

1.

0 0 41

(10.6)

214

(55.4)

131

(33.9) 4.23 .67

2.

0 0 0 240

(62.2)

146

(37.8) 4.39 .49

3.

0 0 0 234

(60.6)

152

(39.4) 4.39 .49

70

16

( )

Mean

X SD

4.

0 0 1

(0.3)

242

(62.7)

143

(37.0) 4.37 .49

5.

0 47

(12.2)

53

(13.7)

203

(52.6)

83

(21.5) 3.83 .90

4.24 .60

(

4.24)

( 4.39)

( 4.37)

( 4.36)

71

2

F 2 (One-

Way ANOVA Analysis)

2.1

17

n Mean

X SD F Sig.

117 4.44 .41 2.96* .008

23 4.60 .45

65 4.22 .53

29 4.34 .44

34 4.44 .45

22 4.54 .42

96 4.43 .45

386 4.41 .46

117 3.90 .35 1.03 .404

23 3.74 .26

65 3.83 .51

29 3.79 .35

34 3.86 .37

22 3.93 .33

96 3.83 .35

386 3.85 .378

72

17

( )

n Mean

X SD F Sig.

117 2.89 .59 4.08* .001

23 2.52 .44

65 2.59 .85

29 2.97 .71

34 2.72 .55

22 3.24 .68

96 2.84 .70

386 2.82 .69

117 4.20 .48 1.78 .102

23 4.12 .58

65 4.34 .41

29 4.16 .46

34 4.167 .50

22 4.41 .34

96 4.20 .43

386 4.23 .46

117 4.38 .50 .99 .431

23 4.44 .57

65 4.28 .39

29 4.28 .46

34 4.35 .51

22 4.50 .51

96 4.31 .47

386 4.35 .48

73

17

( )

n Mean

X SD F Sig.

117 3.94 .57 .67 .669

23 3.88 .70

65 3.92 .43

29 3.94 .50

34 3.96 .60

22 4.09 .56

96 3.85 .52

386 3.92 .54

117 4.31 .49 2.79* .012

23 4.28 .54

65 4.23 .58

29 4.03 .37

34 4.33 .52

22 4.46 .42

96 4.15 .45

386 4.24 .50

117 4.01 .29 2.39* .028

23 3.94 .29

65 3.91 .40

29 3.93 .30

34 3.98 .30

22 4.17 .23

96 4.00 .29

386 3.97 .31

* .05

74

.05

( sig

.05)

2.2

18

n

Mean

X SD F Sig.

1-50 41 4.45 .47 1.12 .346

51-100 99 4.47 .46

101-150 24 4.29 .45

151-200 98 4.42 .45

200 124 4.37 .46

386 4.41 .45

75

18

( )

n Mean

X SD F Sig.

1-50 41 3.93 .32 .95 .437

51-100 99 3.84 .40

101-150 24 3.75 .34

151-200 98 3.86 .38

200 124 3.84 .39

386 3.85 .38

1-50 41 3.13 .81 2.99* .019

51-100 99 2.79 .54

101-150 24 2.60 .82

151-200 98 2.81 .73

200 124 2.77 .67

386 2.82 .69

1-50 41 4.28 .42 1.14 .339

51-100 99 4.17 .46

101-150 24 4.15 .56

151-200 98 4.29 .40

200 124 4.22 .49

386 4.23 .46

1-50 41 4.43 .49 .89 .471

51-100 99 4.28 .48

101-150 24 4.29 .49

151-200 98 4.36 .48

200 124 4.37 .48

386 4.35 .48

76

18

( )

n

Mean

X SD F Sig.

1-50 41 4.12 .58 2.15 .074

51-100 99 3.87 .56

101-150 24 4.02 .64

151-200 98 3.87 .50

200 124 3.92 .52

386 3.92 .54

1-50 41 4.29 .54 .65 .628

51-100 99 4.22 .50

101-150 24 4.38 .55

151-200 98 4.21 .46

200 124 4.24 .51

386 4.24 .50

1-50 41 4.09 .33 1.82 .124

51-100 99 3.95 .32

101-150 24 3.93 .30

151-200 98 3.97 .27

200 124 3.96 .32

386 3.97 .31

77

.05

1-50

( sig .05)

2.3

19

n Mean

X SD F Sig.

17 4.47 .42 1.98 .097

126 4.35 .45

192 4.45 .46

47 4.44 .46

/ / 4 3.97 .32

386 4.408 .46

17 3.80 .28 2.66* .032

126 3.87 .37

192 3.84 .38

47 3.92 .41

/ / 4 3.31 .24

386 3.85 .38

78

19

( )

n

Mean

X SD F Sig.

17 2.87 .71 2.61* .035

126 2.75 .65

192 2.88 .73

47 2.81 .57

/ /

4 1.88 .48

386 2.82 .69

126 4.21 .47

192 4.22 .46

47 4.18 .44

/ /

4 4.33 .47

386 4.23 .46

17 4.57 .54 1.97 .096

126 4.40 .49

192 4.31 .48

47 4.26 .44

/ /

4 4.42 .50

386 4.35 .48

79

19

( )

n

Mean

X SD F Sig.

17 4.24 .65 2.00 .095

126 3.94 .55

192 3.88 .52

47 3.92 .52

/ /

4 4.13 .72

386 3.92 .54

17 4.31 .49 1.70 .148

126 4.31 .53

192 4.19 .47

47 4.20 .50

/ /

4 4.55 .66

386 4.24 .50

17 4.10 .30 1.10 .356

126 3.98 .33

192 3.97 .30

47 3.96 .30

/ /

4 3.80 .35

386 3.97 .311

* .05

80

.05

( sig .05)

2.4



81

20

n Mean

X SD F Sig.

217 4.43 .47 .478 .698

47 4.40 .47

21 4.34 .42

101 4.38 .44

386 4.41 .46

82

20

( )

n Mean

X SD F Sig.

217 3.83 .35 .81 .489

47 3.89 .46

21 3.87 .40

101 3.88 .40

386 3.85 .38

83

20

( )

n Mean

X SD F Sig.

217 2.82 .69 .60 .616

47 2.73 .61

21 2.98 .48

101 2.81 .75

386 2.82 .69

84

20

( )

n Mean

X SD F Sig.

217 4.24 .44 .73 .538

47 4.26 .45

21 4.22 .50

101 4.17 .50

386 4.23 .50

85

20

( )

n Mean

X SD F Sig.

217 4.32 .47 .61 .607

47 4.42 .49

21 4.37 .50

101 4.36 .50

386 4.35 .48

86

20

( )

n Mean

X SD F Sig.

217 3.93 .53 1.21 .305

47 3.78 .57

21 4.00 .51

101 3.94 .56

386 3.92 .54

87

20

( )

n Mean

X SD F Sig.

217 4.24 .48 .64 .588

47 4.21 .53

21 4.38 .53

101 4.23 .52

386 4.24 .50

88

20

( )

n Mean

X SD F Sig.

217 3.97 .30 .20 .892

47 3.96 .37

21 4.02 .30

101 3.97 .32

386 3.97 .31

* .05

89

( sig .05)



90

5

“

” (Quantitative

Research) 1)

2)

2

(Self-Administered Questionnaire)

386

(Frequency) (Percentage) (Mean) F-test One

way ANOVA

1.

“

”

1.1

1.2

1.3

1.4



91

1.1

142

36.8 135 35

(Sales and Marketing Department) 255

66.1 (Revenue Department) 36 9.3

1.2

117 30.3

96 24.90 200

124 32.10 51-100 99 25.60

(Resort)

192 49.70 (City Hotel) 126

32.60 (Independent

Hotel) 217 56.20

(Chain Hotel) 101 26.20

1.3

1.3.1

( 4.41)

(

4.75)

( 4.65)

( 4.44)

1.3.2

(

3.85)

( 4.75)

(Charge Per Booking) ( 3.90 )



92

( 3.51 )

1.3.3

( 2.82 )

( 3.65)

(

2.74) (E-mail)

( 2.48)

1.3.4

( 4.23)

( 4.41)

( 4.37)

( 3.9)

1.3.5

(

4.35)

(

4.37)

( 4.36)

( 4.30)

1.3.6

( 3.92)



93

( 4.26)

( 4.23)

(

3.75)

1.3.7

( 4.24)

( 4.39)

(

4.38) (

4.37)

1.4

1.4.1

.05

( sig

.05)

1.4.2

.05



94

( sig .05)

1.4.3

.05

( sig .05)

1.4.4

( sig .05)

2.

“

”

2.1

2.1.1

( 4.41)

(

4.75)



95

( , 2545)

( , 2543)

2.1.2

(

3.85)

( 4.75)

( , 2542)

(Marketing Mix)

Zeithaml and Bitner (1996, , 2549) (Price)

P

1. (Product Value)

2.

3.

4.

2.1.3

( 2.8 )

( 3.65)

(Personal selling) Armstrong and



96

Kotler (2009, , 2552)

(Personal Selling Strategy)

(Sales Force Management) (Place)

2.1.4

( 4.23)

( 4.41)

(Consumer Decision Process)

2 (Information Search) ( , 2546 )

4

1. (Personal Sources)

2. (Commercial Sources)

3. (Public Sources)

4. (Experiential Sources)

5. (Experimental Sources)

2.1.5

(

4.35)

(Service Mix ) Kotler (n.d.,

, 2541)



97

(Marketing Mix) 7Ps

(People) ( Employee )

2.1.6

( 3.92)

( 4.26)

(Psychological Factors)

(2546 : 199 - 201) (Learning)

(Stimulus Response Theory)

2.1.7

( 4.24)

(Service Mix ) Kotler (n.d.,

, 2541)

2.2



98

3 .

3.1

3.2

3.2.1

3.2.2



99

. (2555). , 2554. 5

. http://www.dbd.go.th/mainsite/

. (2555). . 2555 – 2559.

19 . http://www.tceb.or.th/images/pdf/statistics/

thailand-tourism-dev-plan-2012-2016.pdf

. (2542). “

.” .

.

. (2547). “ -

.”

.

. (2544). .

: .

. (2545). “

.”

.

. (2550). . :

.

. (2543). “

.”

.

. (2551). “

.”

.



100

. (2544). “

SMEs.”

.

. (2540). . 9. : .

. (2555). Electronic

Commerce. 19 . http://www.bot.or.th/Thai

/PaymentSystems/Others/eCommerce/Pages/eCommerce.aspx

. (2549).

.

.

. (2548). SPSS. :

.

. (2555). . : .

. (2549). “

/ .”

.

. (2544). “

.”

.

. (2525). . . 2525. 9.

: .

. (2541). . 5.

: .

__________. (2546). . : .

. (2550). .

: . . (2555). E-commerce . 19 .

: www.artii.th.org.



101

. (2547). “ .”

. . (2548). . : A.N. .

. (2555).

. 2555. 12 . http://www.nstda.or.th/

. (2545).

. .2544-2553 . : .

. (2541). . : .

__________. (2543). . 6. :

.

Barnard, Chester I. (1938). The Functions of the Executive. Cambridge , Massachusesetts :

Harvard University Press.

Blackwell, Roger D., Paul W. Miniard and Jame F. Engle. (2001) Consumer Behavior. 9th ed.

New york : Harcourt.

Gibson, J. L., John M. Lvancevich and James H. Donnelly. (1979). Organizational :

Structure, Process, Behavior. 3rd ed. Texas : Business Publications.

Kotler, P. (1997). Advance Marketing Management. 9th ed. New Jersey : Prentice Hall.



102

103

104

: 3

1

2

3

1

:

1.

2.

(Front Office Department)

(Reservation Department)

(Revenue Department)

(Sales and Marketing Department)

105

(Management Department)

(Purchasing Department)

(Housekeeping Department)

(Engineering department)

(Accounting Department)

(Human Resource Department)

....................................

2

:

3.

4.

1-50 51-100 101-150

151-200 200

5.

(Guest House) (City Hotel)

(Resort) (Boutique)

/ / (Apartment, Mansion, Condominium)

6.

(Independent Hotel)

(Alliance Hotel)

(Franchise Hotel)

(Chain Hotel)

106

3

:

7.

8.

9.

10.

( Social Media ) Facebook

Linkedin

11.

(Tablet)

12.

13.

107

14.

15.

(Charge Per Booking)

16.

(Charge per Monthly)

17.

18.

(E-mail)

19.

20.

Skype

108

21.

22.

23.

24.

25.

26.

27.

28.

29.

30.

109

31.

32.

33.

34.

35.

36

……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

……………………………………………………………………………………………………………………

110

Cronbach Alpha

111

Reliability

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in the

procedure.

Case Processing Summary

N %

Cases Valid 30 100.0

Excludeda 0 .0

Total 30 100.0

a. Listwise deletion based on all variables in

the procedure.

Reliability Statistics

Cronbach's

Alpha N of Items

.804 35

112

-

98/320 2 -

. . 2551

. . 2553

. . 2549- ( )

Documents

µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or