Behavior Buffet Food Consumption in Hotels Phuket Province of Thai Tourists

Abstract

This research aimed to study the food consumption behavior of Thai tourists toward hotel buffet services in Phuket, focusing on both demographic characteristics and marketing mix factors influencing their decision-making. The study employed a survey research method using a structured questionnaire divided into two parts. A sample of 400 respondents was selected based on sampling guidelines for an unknown population size. Data were analyzed using basic statistics including frequency, percentage, mean, and standard deviation.

The findings revealed that 397 valid responses were obtained. Most respondents were male, aged 30 years and above, married, and held a bachelor’s degree. A large proportion worked in private business and had an average monthly income between 20,001–30,000 baht. The majority preferred international buffet options and reported consuming buffet meals about once a week. They typically dined with family members and preferred the evening period on weekends, particularly Saturday and Sunday.

Regarding the marketing mix factors influencing their decision to consume hotel buffet food, the overall level of importance was high. Among the individual components of the marketing mix, the product or service aspect was rated the most important, followed by price, and then location or distribution channels. The factor that received the least importance was marketing promotion. These results indicate that the quality of food and service plays the most significant role in shaping the buffet consumption decisions of Thai tourists in Phuket, while promotional activities are comparatively less influential.