การศึกษาปัจจัยที่ส่งผลต่อการใช้บริการที่พักแบบเกสต์เฮาส์บริเวณถนนข้าวสาร (The Study of Factors Affecting the Occupancy of Guesthouses Located Within the Area of Khao San Road)

Abstract

The main purpose of this quantitative research was to investigate the factors affecting the occupancy of guesthouses located within the area of Khao San Road. The samples were 400 foreign tourists who had direct residential experience with the guesthouses on Khao San Road. Collection of the desired data was carried out through the use of questionnaires. The data was statistically analyzed using backward stepwise multiple regression. The findings indicated that four factors (independent variables) comprising Product, Place, Productivity and Quality, and People out of extended marketing-mix factors Product, Price, Place, Promotion, Process, Productivity and Quality, People and Physical Evidence, also referred to as 8Ps, had the significant effects on tourists' decision to stay at the guesthouses located in the area of Khao San Road.