Marketing Mix (7P’s) Affecting The Decision To Return To The Boutique Hotel Accommodation Of Thai Tourists In Muang District Phuket Province

Abstract

The objective of this research was to study the personal factors and behaviors of Thai tourists, as well as the marketing mix factors influencing their decision to revisit boutique hotels in Muang District, Phuket Province. A questionnaire divided into two sections was used as the research instrument. The data were analyzed using frequency, percentage, mean, and standard deviation. The sample consisted of 400 Thai tourists who had stayed at boutique hotels in Muang District, Phuket. The sample size was calculated based on an unknown population.

The findings revealed that 393 valid responses were obtained. Most respondents were female, aged 20–30 years, single, and held a bachelor’s degree. Most were company employees earning an average monthly income of 20,001–25,000 Baht. The respondents preferred Standard Rooms and usually stayed for one night. Most had previous experience staying at boutique hotels, primarily for relaxation. Their accommodation decisions were often made with partners or loved ones and were influenced by hotel design and nearby tourist attractions. Most respondents stayed during weekends, booked rooms through mobile applications, and learned about hotels through social media.

Overall, the marketing mix factors influencing the decision to revisit boutique hotels were rated at a high level. Among the individual factors, product received the highest rating, followed by place and distribution channels, price, personnel, physical evidence, and process. Promotion received the lowest rating. These findings indicate that distinctive products, convenient locations, appropriate pricing, service quality, and physical characteristics are important factors encouraging Thai tourists to revisit boutique hotels.