Online Marketing Mix Affecting Decision Making to Use Services of Hotel or Accommodation in Nan Province Area

Abstract

This research aims as to 1) investigate the importance of online marketing mix and the decision making to use hotel or accommodation services in Nan province, and 2) investigate the online marketing mix affecting to the decision making to use hotel or accommodation services in that area. This study used questionnaire as an instrument to collect the data from 385 tourists who used hotels or accommodations in Nan Province. The statistics used to analyze the data were mean, standard deviation, multiple correlation analysis, and multiple regression analysis. The results showed that 1) the online marketing mix as a whole and in each of all aspects were at a high level as in product, privacy protection, and price. For the service decision making was at a high level. 2) According to data analyses in terms of effects and correlation found that the online marketing mix on personal service effected to the service decision making at a highest level, followed by promotion, privacy protection, product, price, and channel of distribution respectively.