Thai Tourists Choice of Accommodation based on Marketing Behaviors in Vang Vieng Town, Lao People’s Democratic Republic
Abstract
The objectives of this study are to determine 1) the opinions of Thai tourists on the choice of accommodation 2) the effect of Thai tourists’ staying decisions on the selection of accommodation based on marketing behavior in Vang Vieng Town, Vientiane Province, Lao People’s Democratic Republic (Lao PDR). The study employs a questionnaire as the tool to collect data from 430 Thai tourists who travel to Vang Vieng. The sampling method is convenience sampling with quota. The analysis employs Structural Equation Modelling (SEM) and ADANCO 2.1 software estimation. The results revealed that five paths were affected by the decisions of Thai tourists based on marketing, which directly affected 3 routes and indirectly affected 2 paths. The path from the Marketing Mix à Marketing Behavior is the path that was most affected by the decision of Thai tourists to choose based on the marketing mix factors. Therefore, the decision to choose accommodation, according to the marketing mix factors, have a direct positive relation with the behaviors of Thai tourists and affect accommodation selection decisions. In addition, entrepreneurs should determine suitable marketing strategies, especially human resource development.
References
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[3] Bogozzi, R. P., and Yi, Y. 1988. On the evaluation of structural equation models. Journal of The Academy of Marketing Science, 16(1): 74 – 94.
[4] Chin, W. W. 1998. The partial least squares approach to structural equation modeling.In G. A. Marcoulides (Ed.), Modern methods for business research (295–336). Mahwah, New Jersey: Lawrence Erlbaum Associates.
[5] Chodtpradit, R. et al. 2015. A Causal Relationship Model of Service marketing mix’7Ps Effective to| Business Performance of Tourists in Selecting the Hotel Ubon Ratchathani in Thailand. Journal of the Association of Researchers, 20(2): 94-104.
[6] Choksombut, Chutima. 2009. The factors affecting decision making on house rental among employees in Rojana Industrial Park [Master Thesis]. Phranakhon Si Ayutthaya Rajabhat University.
[7] Cochran, W. G. 1977. Sampling Techniques. 3rd edition. New York: John Wiley & Sons.
[8] Country Holiday. 2018. Vang Vieng Map. http://www.countryholidays.com.sg/en/destinations/southeast-asia/laos
[9] Department of Tourism Research Division: Lao PDR. 2017. Statistical Report on Tourism in Laos. http://www.tourismlaos.org/files/files/2016%20Statistic%20Report.pdf
[10] Fornell, C., and Larcker, D. F. 1981. Evaluating structural equation models with Unobservable variables and measurement error. Journal of Marketing Research, 18(1): 39-50.
[11] Geisser, S. 1975. The predictive sample reuse method with applications. Journal American. Statistical Association, 70: 320–328.
[12] Hair, J. F., Black, B., Babin, B., Anderson, R. E. and Tatham, R. L. 2010. Multivariate Data analysis: a global perspective. New Jersey: Pearson Education.
[13] Henseler, J., Ringle, C.M., and Sinkovics, R.R. 2009. The Use of Partial Least Squares Path Modeling in International Marketing. Advances in International Marketing, 20: 277-319.
[14] Henseler, J., Hubona, G., and Ray, P. A. 2016. Using PLS path modeling in new technology research updated guidelines. Industrial Management & Data Systems, 116(1): 2-20.
[15] Hulland, J. 1999. Use of partial least squares (PLS) in strategic management research: are view of four recent studies. Strategic Management Journal, 20(2): 195-204.
[16] Jeuring, J.H.G. 2016. Discursive contradictions in regional tourism marketing strategies: The case of Fryslân, The Netherlands. Journal of Destination Marketing & Management, 5: 65–75.
[17] Kalaprapruek, J. 2010. Factors Affecting Decision Making on Residence Rental among Consumers in Ubon Ratchathani Municipality, Ubon Ratchathani Province. Master of Business Administration, General Management, Ubon Ratchathani Rajabhat University.
[18] Kaplan, R.S., and Norton, D.P. 1992. The Balanced Scorecard - Measures that Drive Performance. Harvard Business Review. Harvard Way Boston.
[19] Lomsetthi, A. 2011. Factors Affecting Selecting Accommodation of Foreign Visitor, Bangkok. Rajamangala University of Technology Thanyaburi.
[20] Netirangsiwatchara, A. and Wichian, A. 2006. The factors influencing on choosing accommodation in Nakhon Ratchasima Province. Nakhon Ratchasima Rajabhat University.
[21] Nonthapot, S. 2017. Factors Affecting the Decision Making and Satisfaction on Viewing the Phenomenon of Naga Fireballs in Phon Phisai District and Rattanawapi District, Nong Khai province. International Journal of Economic Research, 14(17): 493-502.
[22] Nonthapot, S. and Lean, H. H. 2015. International tourism market analysis in the Greater Mekong Sub-Region: A panel data approach. Pertanika Journal of Social Sciences and Humanities, 23 (4): 945-966.
[23] Phutachote, N. 2007. Factors influencing of Thai tourist to choosing hotel in Nong Khai province. Bangkok: National Research Council of Thailand.
[24] Salmana, D., Tawfikb, Y., Samy, M. and Artal-Turd, A. 2017. A new marketing mix model to rescue the hospitality industry: Evidence from Egypt after the Arab Spring. Future Business Journal, 3: 47–69.
[25] Tongkam, P. 2008. Behavior and Need for Selecting Hotels among Tourists: Case Study of Ao Nang, Krabi Province. Master of Business Administration. Phuket Rajabhat University.
[26] Wong, K.K.K. 2014. Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24: 1-32.
[27] Yooyen, C. 2009. Marketing Factors Influencing the Tourists’ choice on Accommodation at samui Island and Phangan Island, Suratthani Province. Rajamangala University of Technology Thanyaburi.
[28] Zatori, A. and Toza, I. 2013. Tourism and Hospitality Management in Hungaricums. Corvinus Department of Economic Geography and Future Studies, Tourism Competence Center, University of Budapest, Budapest, Hungary.
[29] Zhang, J. and Jensen, C. 2007. Comparative advantage: Explaining tourism flow. Annual Tourism Research, 34(1): 223-243.
Published
2019-10-02
How to Cite
NONTHAPOT, Sakkarin.
Thai Tourists Choice of Accommodation based on Marketing Behaviors in Vang Vieng Town, Lao People’s Democratic Republic.
Journal of Environmental Management and Tourism, [S.l.], v. 10, n. 4, p. 725-734, oct. 2019.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/3879>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v10.4(36).03.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.