µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and...
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2555
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2555
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FACTORS EFFECTING MARKETING MIX CHOOSES OF ONLINE RESERVATION
SYSTEM IN THAILAND HOTEL BUSINESS
By
Miss Chatuporn Ruttalaungsak
A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree
Master of Business Administration Program in Entrepreneurship
Graduate School, Silpakorn University
Academic Year 2012
Copyright of Graduate School, Silpakorn University
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54602705 :
: / /
:
. : . . . 112 .
Krejcie and
Morgan (Quota Sampling Design)
386
142
36.8 (Sales and Marketing Department)
255 66.10 117 30.30
200 124 32.10
(Resort) 192 49.70
(Independent Hotel) 217 56.20
( 4.41)
( 3.85)
( 2.86)
( 4.23)
( 4.35)
( 3.92) ( 4.24)
( 4.23)
( 4.35)
( 3.92) ( 4.24)
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54602705 : MAJOR : ENTREPRENEURSHIP KEY WORDS : THE MARKETING MIX/CONSUMER BEHAVIOR/ELECTRONIC COMMERCE/ ONLINE RESERVATION SYSTEM CHATUPORN RUTTALAUNGSAK : FACTORS AFFECTING MARKETING MIX CHOOSES OF ONLINE RESERVATION SYSTEM IN THAILAND HOTEL BUSINESS. THESISADVISOR : ASST. PROF. PITAK SIRIWONG, Ph.D .112 pp.
In this study, the researcher focused on the “7 P”, the marketing mix factors that influence the choice of service Online Reservation System Business in Thailand by using Quota Sampling Design. Sample size of population was using Krejice and Morgan Method. Questionnaires were used to collect data within 386 cases.
The results showed the majority of the junior management positions (142 cases or 36.8 percent), most of the parties responsible for Sales and Marketing (255 cases or 66.1 percent), most of the hotels are located in Bangkok (117 cases or 30.3 percent), and most have more than 200 Room Numbers (124 cases or 32.1 percent). The type of business are mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or 56.2 percent). Analysis of the marketing mix factors affecting the choice of Online Reservation System in Thailand Hotels Business. The product was found to be the most important factor (Mean = 4.408), the price (Mean = 3.851), the distribution channels (Mean = 2.815), the promotion (Mean = 4.225), the personnel (Mean = 4.345), the creation and presentation of physical characteristics (Mean = 3.921), and the process (Mean = 4.241).
The assumption test by Anova F-test showed the factors of marketing mix that have statistically significant influences in choosing Online Reservation System service of hotel business are city, number of rooms in hotel, type of service, and type of management.
Program of Entrepreneurship Graduate School, Silpakorn University
Student's signature............................................... Academic Year 2012
Thesis Advisor’s signature ……………………………………
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2 ...................................................... 57
3 ....................................... 60
5 ................................................................................ 90
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Cronbach Alpha ........................................................ 110
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2 ...................................................... 36
3
Krejcie and Morgan...... 50
4 ................................. 56
5 ........................... 56
6 ........................ 57
7 ... 58
8 58
9 ................. 59
10
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11
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15
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20
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1
1
1.
( , 2555)
. . 2553 95,848
5.25
4.9
“ ”
( , 2554)
1.5 600
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2
( , 2555 )
( , 2555)
2.
2.1
2.2
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3
3.
3.1
3.2
4.
4.1
4.1.1
5,988 ( , 2555)
4.1.2
Krejcie and Morgan (1970, , 2555 : 184)
Krejcie and Morgan 386
1
Krejcie and Morgan
1,815 31 117
357 6 23
527 9 34
1,008 17 65
341 6 22
450 8 29
1,489 23 96
5,988 100 386
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4
4.1.3 (Quota Sampling
Design) ( , 2555 : 164)
4.1.3.1
1. 2556
2. 27
3. 2013
4. Thailand Travel Mart Plus 2013 (TTM+2013)
5. Thailand Travel and Dive Expo 2013
4.1.3.2
4.2
4.2.1 5
4.2.1.3
4.2.1.4
4.2.1.2
4.2.1.3
4.2.2
7
4.2.2.1
4.2.2.2
4.2.2.3
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5
4.2.2.4
4.2.2.5
4.2.2.6
4.2.2.7
4.3
2555
2556 5
5.
1
-
-
-
-
-
-
-
-
-
-
-
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6
6.
6.1
6.2
6.3
6.
( , 2546)
(Steadmon and Kasavana, 1988 : 4 - 18)
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7
( , 2541:
35-36)
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8
2
1.
2.
3.
4.
5.
6.
7.
1.
1.1
(Decision Making)
(Gibson and Ivancevich, n.d.)
(Information)
(Barnard, n.d.)
(Simon, n.d.)
(2520 : 38)
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9
(2529 : 3)
(2536 : 87)
(Choice of Alternative)
1.
2.
3.
(2542: 106) (Decision
Making)
1.
2.
3.
4.
5.
6.
(2548 : 6)
1.2
1.2.1 (Kotler, 2003,
, 2550 : 13-26) 5
1.2.1.1 (Problem or Need Recognition)
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1.2.1.2 (Information Search)
1.2.1.3 (Evaluation of Alternatives)
2
1.2.1.4 (Purchase Decision)
3
1.2.1.5 (Post Purchase Feeling)
1.2.2 (Reader)
(Reader)
(Reader, n.d.)
15
10 5
(Reader)
3 (Pull factors) (Push factors)
(Able factors)
1.2.2.1
1.
2.
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3.
4.
1.2.2.2
1.
(Social action)
2. (Commitments)
3. (Force)
1.2.2.3
1. (Opportunity)
2. (Ability)
3. (Support)
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10 (Reader)
1.
2.
3.
4.
5.
10
6. 10
7.
8.
9.
10.
3
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2.
2.1
. .2525
(Blackwell and Others, 2001 : 6)
( )
Engle, Blackwe and Miniard (n.d.) “
( , 2549)
(2548:32-46)
(2536: 5)
, (Engle, Blackwell and Miniard, 1990 : 3
, 2544 : 6)
, (Holt, Rinehart and Winson, 1968 : 5
, 2546 : 27)
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, (Schiffman and Kanuk, 2000 : G-3,
, 2546 : 192) (Consumer Behavior)
2.2
(2555)
2
2.2.1 (Theory of Utility)
(Cardinal utility) (Util)
1
10 1 15
1 1 5
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1.
2.
3.
4.
5.
2.2.2 (Theory of Indifference Curve)
-
(ordinal utility)
2.2.3
7
(Goal)
2.2.3.1 (Readiness)
(Situation)
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2.2.3.2 (Interpretation)
2.2.3.3 (Response)
2.2.3.4 (Consequence)
2.2.3.5 (Reaction to Thwarting)
( , 2536 : 9-10)
2.2.4
(2546 : 199 - 201)
2.2.4.1 (External Factors)
(Internal Factors)
1. (Culture Factors)
2. (Culture)
3. (Subculture)
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4. (Social Class)
4.1
4.2
4.3
4.4
2.2.4.2 (Social Factors)
1. (Reference Group)
2
1.1 (Primary Groups)
1.2 (Secondary Groups)
1.2.1
1.2.2 (Family)
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1.3 (Role and Status)
2.2.4.3 (Personal Factors)
1. (Age)
2. (Family Life Cycle State)
3. (Occupation)
4. (Economic Circumstance)
5. (Education)
6. (Life Style)
2.2.4.4 (Psychological Factors)
1. (Motivation)
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2. (Perception)
( )
5
3. (Learning)
(Stimulus Response Theory)
4.
5.
6. (Freud Theory)
(Freud Theory)
3
6.1 Id
6.2 Ego
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6.3 Superego
Superego
7. (Self Concept)
2.2.5
5
( , 2541 : 144)
2.2.5.1 (Initiator)
2.2.5.2 (Influencer)
2.2.5.3 (Decider)
2.2.5.4 (Buyer)
2.2.5.5 (User)
(Consumer Decision Process)
(
, 2541 : 83-96)
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2 5
: , ( : ,
2546),12.
1 (Need Recognition)
(Problem Recognition)
(Physiological Needs) (Aegvired Needs)
(Psychological Needs)
2 (Information Search)
5
1. (Personal Sources)
2. (Commercial Sources)
3. (Public Sources)
4. (Experiential Sources)
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5. (Experimental Sources)
3 (Evaluation of Alternatives)
1. (Product attributes)
2.
3.
4.
4 (Purchase Decision)
3
3
(Evaluation of Alternative) (Purchase Intention)
(Purchase Decision)
5 (Post Purchase Feeling)
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3.
(2546 : 24) (Marketing Mix)
4 “4 Ps” (Product) (Price)
(Place) (Promotion)
(2542 : 11) (Marketing Mix)
(2543: 26)
(4P’s)
(Product)
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(Price)
(Placement-Channel of Distribution)
(Promotion-Marketing Communication)
(2549 : 63-83, Zeithaml and Bitner : 1996)
(Service Marketing Mix)
4P’s
4P’s Product,
Price, Place Promotion 3 People, Process Physical
Evidence 7P’s
1. (Product)
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2. (Price) P
2.1 (Product Value)
2.2
2.3
2.4
3. (Place)
2
3.1 (Channel of Distribution)
3.2 (Market Logistics)
3.2.1 (Transportation)
3.2.2 (Storage) (Warehousing)
3.2.3 (Inventory Management)
3.2.4 (Promotion)
(Personal Selling) (No Personal Selling)
1. (Advertising)
( )
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1.1 (Creative Strategy)
(Advertising)
1.2 (Media Strategy)
2. (Personal Selling)
2.1 (Personal Selling Strategy)
2.2 (Sale Force Management)
2.3 (Sale Promotion)
3
1.
2.
3.
2.4 (Publicly and Public
relation)
2.5 (Direct Marketing Direct Response)
(Online Marketing)
1.
2.
3.
4.
( , 2546 : 35-36)
5.
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2.6
2.7
(2541: 35-36)
(Marketing Mix)
1. (Product)
2. (Price) P
2.1 (Product Value)
2.2
2.3
2.4
3. (Place)
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2
3.1 (Channel of Distribution)
3.2 (Market Logistics)
1. (Transportation)
2. (Storage) (Warehousing)
3. (Inventory Management)
4. (Promotion)
(Personal Selling) (No Personal Selling)
4.1 (Advertising)
( )
4.1.1 (Creative Strategy)
(Advertising)
4.1.2 (Media strategy)
4.2 (Personal Selling)
4.2.1 (Personal Selling Strategy)
4.2.2 (Sale Force Management)
4.3 (Sale Promotion)
3
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4.3.1
4.3.2
4.3.3
4.3.4 (Publicly and Public
Relation)
4.4 (Direct Marketing Direct Response)
(Online Marketing)
4.4.1
4.1.2
4.1.3
4.1.4
4.1.5
4.1.6
4.1.7
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(2552 : 80-81)
1. (Product)
(Utility) (Value)
1.1 (Product Differentiation)
(Competitive Differentiation)
1.2 ( ) (Product Component)
1.3 (Product Positioning)
1.4 (Product Development)
(New and Improved)
1.5 (Product Mix)
(Product Line)
2. (Price) /
/
(Armstrong and Kotler, 2009 : 616) P
Product (Cost)
(Value) (Price)
2.1
2.2
2.3
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2.4
3. (Promotion)
(Remind)
(Etzel, Walker and Stanton, 2007 : 677)
(Personal Selling) (Nonpersonal Selling)
[Integrated Marketing
Communication (IMC)]
3.1 (Advertising)
(Armstrong and Kotler, 2009 : 33) (1)
(Create strategy) (Advertising Tactics) (2)
(Media strategy)
3.2 (Personal Selling)
(Etzel, Walker and Stanton, 2007 : 675)
(Armstrong and
Kotler, 2009 : 616) (Personal
Selling Strategy) (Sales force Management)
3.3 (Sales Promotion)
3
3.3.1
(Consumer Promotion)
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3.3.2 (Trade
Promotion)
3.3.3
(Sales Force Promotion)
3.4 (Publicity and Public Relations)
( )
(Public Relations)
3.4.1 (Direct Marketing Direct Response Marketing)
(Direct Response Advertising)
(Online Advertising)
3.4.2 (Direct Marketing Direct Response Marketing)
3.4.3 (Direct Response
Advertising)
3.4.4 (Online Advertising)
(Electronic Marketing E-Marketing)
1.
2.
3.
4.
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4. (Place Distribution)
2
4.1 (Channel Distribution)
(Direct channel)
4.2 (Physical
Distribution Market Logistics)
4.2.1
4.2.2
4.2.3
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4.
4.1
Electronic Commerce
E-Commerce
(Show Room)
( , 2555)
(ECRC Thailand, 2551,
, 2551)
(2546: 73)
(Product Information)
(Order) (Invoice) (Payment Processes)
(Customer Services)
4.2
(2548 : 59-74)
9
4.2.1 B2B
(www.cementhaionline.com)
4.2.2 B2G
(www.pantavanij.com)
4.2.3 B2C www.amazon.com
,www.jobsdb.com
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4.2.4 G2B
e-Revenue www.rd.go.th
www.gprocurement.or.th
4.2.5 G2G
(Government Fiscal Management
Information System : GFMIS) www.gfmis.go.th
4.2.6 G2C Government to Citizen
e-Government,
e-Citizen Smart Card
4.2.7 C2B
(Mobile
Commerce)
4.2.8 C2G email
4.2.9 C2C
www.thai2hand.com
www.ebay.com www.pantip.com
( 2552)
6
1. (E-tailing= Electronic Retailing)
(Virtual Storefront) . . 1999
2. (Market E-research)
-
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3.
4.
(VOIP= Voice Over IP)
5.
6.
(SSL= Secure Socket Layer)
(SET = Secure Electronic Transaction) (RSA = Rivest Shamir and Adleman)
(DES= Data Encryption Standard) (Triple DES)
5.
. . 2554
5,988
2
1,815
357 527
1,008 341
450 1,489
5,988
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(Henkin, 1979 : 3 - 4) 3
1. (Commercial or Transient
Hotels)
2. (Residential Hotels)
3. (Resorts Hotel)
(Incentive Tour)
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3
(Motels) (Motor Hotels) (Rooming Houses)
(Tourist Camps) (Tourist Houses) (Henkin, 1978 : 5)
(Lattin, 1968 : 50 - 51)
2
(Transient Hotel)
(Residential Hotel) 2
(Gray and Liguori, 1994 : 10 - 11) (Location)
(Small Cities) (Large Cities)
(Resorts) (Airports) (Gray and Liguori, 1994 : 11 - 16)
(Steadmon and Kasavana, 1988 : 4 - 18)
1. (Hotel Size)
2. (Hotel Target Markets)
2.1 (Commercial Hotels)
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2.2 (Airport Hotels)
2.3 (Suite Hotels)
10
2.4 (Residential Hotels)
2.5 (Resort Hotels)
2.6 (Bed and Breakfast)
“ ” (B and Bs)
20 – 30
2.7 (Condominium Hotel)
(Time – Share Hotels)
2.8 (Casino Hotels)
24 (Gray and Liquori,
1994 : 314 - 316)
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2.9 (Conference Centers)
3.
(Ownership
and Affiliation)
3.1 (Independent Hotel)
3.2
(Alliance Hotel)
3.3
(Franchise Hotel)
3.4
(Chain Hotel)
Management Contract, Profit Sharing
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6.
(Tschanz and Klein, 1996, , 2552)
6.1 (Information)
6.1.1
6.1.2
6.1.3
6.2 (Processes)
6.2.1
6.2.2
6.3 (Co-operation)
6.3.1
6.3.2
6.3.3
6.4
6.4.1
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6.4.2
6.4.3
6. 4.4
(2543: 54–58)
/
(2545)
1.
3
2.
3.
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4.
30
5.
(2552)
(2546)
(2543)
สำนกัหอ
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44
(2546 : 77)
(2544)
80
100
2-3
(2549)
/
7.
(2555)
(Tourism Demand
and Supply)
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45
(2549)
/
15 385
SPSS (Statistical Package for Social
Sciences) for Windows
6 6
2 32 18.01-24.00 .
/
0.05
/
/ 0.05
สำนกัหอ
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46
/
(2547)
47.2 5 31.5
5
58.3 26.8
20.5 15.7
75.6 1:1 69.3
48.4
128 Kbps
70.1
26.8 3.1
(2544)
Server
2-3
2,001-5,000
(2543)
1)
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2)
3)
(Cybermall)
(Business to
Consumer)
(Business to Business)
(Consumer to Consumer)
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(2543)
86 25.7
3
( )
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49
3
“
” (Survey
Research)
1.
2.
3.
4.
5.
6.
7.
1.
(Quantitative Research)
(Questionnaires)
(Research Hypothesis)
(Descriptive Analysis) (Frequency)
(Percentage) (Mean) (Standard Deviation SD)
F-test One Way Anova
สำนกัหอ
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2.
2
2.1 (Primary Data)
2.2 (Secondary Data)
3.
3.1
5,988 ( , 2554)
3.2
Krejcie and Morgan (1970, , 2555 : 184) 386
Krejcie and Morgan
3
Krejcie and Morgan
Krejcie and Morgan
1,815 31 117
357 6 23
527 9 34
1,008 17 65
341 6 22
450 8 29
1,489 23 96
5,988 100 386
3. 3 (Quota Sampling
Design) ( . 2555: 164)
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4.
4.1
4.2
3
1
2
3
( , 2555 : 200)
5 (Likert , n.d., , 2555 :
213-215)
5
4
3
2
1
(Interpretation)
(Rating Scale)
= –
= 5 – 1 = 0.8
5
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5
( , 2555 : 214)
4.51 - 5.00
3.51 - 4.50
2.51 - 3.50
1.51 - 2.50
1.00 - 1.50
5.
(Questionnaires)
5.1
5.2
(Item)
5.3
5.4
5.5
(Try Out)
40
(Alpha Coefficient) ( , 2555 :
239) 0.86
5.6
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6.
6.1
6.1.1 2556
6.1.2 27
6.1.3 2013
6.1.4 Thailand Travel Mart Plus 2013 (TTM+2013)
6.1.5 Thailand Travel and Dive Expo 2013
6.2
6.3
7.
7.1 (Editing)
7.2 (Coding)
7.3 (Processing)
SPSS/PC
7.4
7.4.1
7.4.2 (Descriptive analysis)
F-test One way Anova
สำนกัหอ
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( , 2555 : 364 – 369)
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4
n
X (Mean)
S.D. (Standard deviation)
Sig. (2-tailed) SPSS
* 0.05
3
1
2
3
สำนกัหอ
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1
4
( )
135 35.0
142 36.8
93 24.1
16 4.1
386 100.00
4
142 36.80 135 35.00
93 24.10
5
( )
(Front Office Department) 29 7.50
(Reservation Department) 32 8.30
(Revenue Department) 36 9.30
(Sales and Marketing
Department) 255 66.10
(Management Department) 33 8.50
(Purchasing Department) 1 .30
386 100.00
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5
(Sales and Marketing Department) 255 66.10
(Revenue Department) 36 9.30
(Management Department) 33 8.50 (Reservation
Department) 32 8.30
2
6
( )
117 30.30
23 6.00
65 16.80
29 7.50
34 8.80
22 5.70
96 24.90
386 100.00
6 117
30.30 96 24.90
65 16.80 34 8.80
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58
7
( )
1-50 41 10.60
51-100 99 25.60
101-150 24 6.20
151-200 98 25.40
200 124 32.10
386 100.00
7 200 124
32.10 51-100 99 25.60 151-200
98 25.4 1-50 41 10.60
8
( )
(Guest House) 17 4.40
(City Hotel) 126 32.60
(Resort) 192 49.70
(Boutique) 47 12.20
/ / (Apartment,
Mansion, Condominium) 4 1.00
386 100.00
8 (Resort) 192
49.70 (City Hotel) 126
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32.60 (Boutique) 47 12.20 (Guest House) 17
4.40
9
( )
(Independent Hotel) 217 56.20
(Alliance Hotel) 47 12.20
(Franchise Hotel)
21 5.40
(Chain Hotel)
101 26.20
386 100.00
9
(Independent Hotel) 217 56.20
(Chain Hotel) 101 26.20
(Alliance
Hotel) 47 12.20
(Franchise Hotel) 21 5.40
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3
1
10
Mean
X SD
1.
0 1
(0.3)
9
(2.3)
159
(41.2)
217
(56.2) 4.53 .56
2.
0 1
(0.3) 0
165
(42.7)
220
(57.0) 4.57 .51
3.
0 1
(0.3) 0
166
(43.0)
219
(56.7) 4.56 .51
4.
0 0 5
(1.3)
190
(49.2)
191
(49.5) 4.48 .53
![Page 72: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/72.jpg)
61
10
( )
Mean
X SD
5.
0 0 9
(2.3)
198
(51.3)
179
(46.4) 4.44 .54
6.
0 14
(3.6)
138
(35.8)
146
(37.8)
88
(22.8) 3.80 .83
7.
(Tablet)
0 22
(5.7)
105
(27.2)
151
(39.1)
108
(28.0) 3.89 .88
8.
0 0 3
(0.8)
129
(33.4)
254
(65.8) 4.65 .49
9.
0 0 0 96
(24.9)
290
(75.1) 4.75 .43
4.41 .59
![Page 73: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/73.jpg)
62
( 4.41 )
( 4.75)
( 4.65)
( 4.44)
11
Mean
X SD
1.
0 0 0 105
(27.2)
281
(72.8) 4.73 .45
2.
0 16
(4.1)
87
(22.5)
203
(52.6)
80
(20.7) 3.90 .77
3.
0 18
(4.7)
167
(43.3)
188
(48.7)
13
(3.4) 3.51 .64
![Page 74: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/74.jpg)
63
11
( )
Mean
X SD
4.
16
(4.1)
49
(12.7)
199
(51.6)
59
(15.3)
63
(16.3) 3.27 1.01
3.85 .78
( 3.85)
( 4.75)
( 3.90)
(Charge per Monthly)
( 3.51)
( 3.7)
![Page 75: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/75.jpg)
64
12
Mean
X
SD
1.
42
(10.9)
202
(52.3)
100
(25.9)
33
(8.5)
9
(2.3) 2.39 .88
2.
46
(11.9)
153
(39.6)
151
(39.1)
28
(7.3)
8
(2.1) 2.48 .87
3.
9
(2.3)
18
(4.7)
110
(28.5)
210
(54.4)
39
(10.1) 3.65 .82
4.
43
(11.1)
100
(25.9)
167
(43.3)
68
(17.6)
8
(2.1) 2.74 .95
2.82 .87
![Page 76: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/76.jpg)
65
( 2.82)
( 3.65)
( 2.74)
( 2.48)
13
Mean
X
SD
1.
0 10
(2.6)
8
(2.1)
199
(51.6)
169
(43.8) 4.37 .66
2.
0 9
(2.3)
85
(22.0)
228
(59.1)
64
(16.6) 3.90 .69
![Page 77: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/77.jpg)
66
13
( )
Mean
X
SD
3.
0 0 7
(1.8)
214
(55.4)
165
(42.7) 4.41 .53
4.23 .62
(
4.24)
( 4.41)
( 4.37)
( 3.90)
![Page 78: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/78.jpg)
67
14
Mean
X SD
1.
0 0 12
(3.1)
245
(63.5)
129
(33.4) 4.30 .52
2.
0 0 6
(1.6)
236
(61.1)
144
(37.3) 4.36 .51
3.
0 0 0 242
(62.7)
144
(37.3) 4.37 .48
4.35 .51
( 4.36)
![Page 79: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/79.jpg)
68
( 4.37)
( 4.36)
( 4.30)
15
Mean
X SD
1.
0 22
(5.7)
133
(34.5)
152
(39.4)
79
(20.5) 3.75 .85
2.
0 0 47
(12.2)
205
(53.1)
134
(34.7) 4.23 .65
3.
9
(2.3)
25
(6.5)
175
(45.3)
135
(35.0)
42
(10.9) 3.46 .86
4.
0 0 27
(7.0)
233
(60.4)
126
(32.6) 4.26 .58
3.92 .73
![Page 80: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/80.jpg)
69
( 3.92)
( 4.26)
( 4.23)
( 3.75)
16
Mean
X SD
1.
0 0 41
(10.6)
214
(55.4)
131
(33.9) 4.23 .67
2.
0 0 0 240
(62.2)
146
(37.8) 4.39 .49
3.
0 0 0 234
(60.6)
152
(39.4) 4.39 .49
![Page 81: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/81.jpg)
70
16
( )
Mean
X SD
4.
0 0 1
(0.3)
242
(62.7)
143
(37.0) 4.37 .49
5.
0 47
(12.2)
53
(13.7)
203
(52.6)
83
(21.5) 3.83 .90
4.24 .60
(
4.24)
( 4.39)
( 4.37)
( 4.36)
![Page 82: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/82.jpg)
71
2
F 2 (One-
Way ANOVA Analysis)
2.1
17
n Mean
X SD F Sig.
117 4.44 .41 2.96* .008
23 4.60 .45
65 4.22 .53
29 4.34 .44
34 4.44 .45
22 4.54 .42
96 4.43 .45
386 4.41 .46
117 3.90 .35 1.03 .404
23 3.74 .26
65 3.83 .51
29 3.79 .35
34 3.86 .37
22 3.93 .33
96 3.83 .35
386 3.85 .378
![Page 83: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/83.jpg)
72
17
( )
n Mean
X SD F Sig.
117 2.89 .59 4.08* .001
23 2.52 .44
65 2.59 .85
29 2.97 .71
34 2.72 .55
22 3.24 .68
96 2.84 .70
386 2.82 .69
117 4.20 .48 1.78 .102
23 4.12 .58
65 4.34 .41
29 4.16 .46
34 4.167 .50
22 4.41 .34
96 4.20 .43
386 4.23 .46
117 4.38 .50 .99 .431
23 4.44 .57
65 4.28 .39
29 4.28 .46
34 4.35 .51
22 4.50 .51
96 4.31 .47
386 4.35 .48
![Page 84: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/84.jpg)
73
17
( )
n Mean
X SD F Sig.
117 3.94 .57 .67 .669
23 3.88 .70
65 3.92 .43
29 3.94 .50
34 3.96 .60
22 4.09 .56
96 3.85 .52
386 3.92 .54
117 4.31 .49 2.79* .012
23 4.28 .54
65 4.23 .58
29 4.03 .37
34 4.33 .52
22 4.46 .42
96 4.15 .45
386 4.24 .50
117 4.01 .29 2.39* .028
23 3.94 .29
65 3.91 .40
29 3.93 .30
34 3.98 .30
22 4.17 .23
96 4.00 .29
386 3.97 .31
* .05
![Page 85: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/85.jpg)
74
.05
( sig
.05)
2.2
18
n
Mean
X SD F Sig.
1-50 41 4.45 .47 1.12 .346
51-100 99 4.47 .46
101-150 24 4.29 .45
151-200 98 4.42 .45
200 124 4.37 .46
386 4.41 .45
![Page 86: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/86.jpg)
75
18
( )
n Mean
X SD F Sig.
1-50 41 3.93 .32 .95 .437
51-100 99 3.84 .40
101-150 24 3.75 .34
151-200 98 3.86 .38
200 124 3.84 .39
386 3.85 .38
1-50 41 3.13 .81 2.99* .019
51-100 99 2.79 .54
101-150 24 2.60 .82
151-200 98 2.81 .73
200 124 2.77 .67
386 2.82 .69
1-50 41 4.28 .42 1.14 .339
51-100 99 4.17 .46
101-150 24 4.15 .56
151-200 98 4.29 .40
200 124 4.22 .49
386 4.23 .46
1-50 41 4.43 .49 .89 .471
51-100 99 4.28 .48
101-150 24 4.29 .49
151-200 98 4.36 .48
200 124 4.37 .48
386 4.35 .48
![Page 87: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/87.jpg)
76
18
( )
n
Mean
X SD F Sig.
1-50 41 4.12 .58 2.15 .074
51-100 99 3.87 .56
101-150 24 4.02 .64
151-200 98 3.87 .50
200 124 3.92 .52
386 3.92 .54
1-50 41 4.29 .54 .65 .628
51-100 99 4.22 .50
101-150 24 4.38 .55
151-200 98 4.21 .46
200 124 4.24 .51
386 4.24 .50
1-50 41 4.09 .33 1.82 .124
51-100 99 3.95 .32
101-150 24 3.93 .30
151-200 98 3.97 .27
200 124 3.96 .32
386 3.97 .31
![Page 88: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/88.jpg)
77
.05
1-50
( sig .05)
2.3
19
n Mean
X SD F Sig.
17 4.47 .42 1.98 .097
126 4.35 .45
192 4.45 .46
47 4.44 .46
/ / 4 3.97 .32
386 4.408 .46
17 3.80 .28 2.66* .032
126 3.87 .37
192 3.84 .38
47 3.92 .41
/ / 4 3.31 .24
386 3.85 .38
![Page 89: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/89.jpg)
78
19
( )
n
Mean
X SD F Sig.
17 2.87 .71 2.61* .035
126 2.75 .65
192 2.88 .73
47 2.81 .57
/ /
4 1.88 .48
386 2.82 .69
126 4.21 .47
192 4.22 .46
47 4.18 .44
/ /
4 4.33 .47
386 4.23 .46
17 4.57 .54 1.97 .096
126 4.40 .49
192 4.31 .48
47 4.26 .44
/ /
4 4.42 .50
386 4.35 .48
![Page 90: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/90.jpg)
79
19
( )
n
Mean
X SD F Sig.
17 4.24 .65 2.00 .095
126 3.94 .55
192 3.88 .52
47 3.92 .52
/ /
4 4.13 .72
386 3.92 .54
17 4.31 .49 1.70 .148
126 4.31 .53
192 4.19 .47
47 4.20 .50
/ /
4 4.55 .66
386 4.24 .50
17 4.10 .30 1.10 .356
126 3.98 .33
192 3.97 .30
47 3.96 .30
/ /
4 3.80 .35
386 3.97 .311
* .05
![Page 91: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/91.jpg)
80
.05
( sig .05)
2.4
สำนกัหอ
สมุดกลาง
![Page 92: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/92.jpg)
81
20
n Mean
X SD F Sig.
217 4.43 .47 .478 .698
47 4.40 .47
21 4.34 .42
101 4.38 .44
386 4.41 .46
![Page 93: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/93.jpg)
82
20
( )
n Mean
X SD F Sig.
217 3.83 .35 .81 .489
47 3.89 .46
21 3.87 .40
101 3.88 .40
386 3.85 .38
![Page 94: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/94.jpg)
83
20
( )
n Mean
X SD F Sig.
217 2.82 .69 .60 .616
47 2.73 .61
21 2.98 .48
101 2.81 .75
386 2.82 .69
![Page 95: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/95.jpg)
84
20
( )
n Mean
X SD F Sig.
217 4.24 .44 .73 .538
47 4.26 .45
21 4.22 .50
101 4.17 .50
386 4.23 .50
![Page 96: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/96.jpg)
85
20
( )
n Mean
X SD F Sig.
217 4.32 .47 .61 .607
47 4.42 .49
21 4.37 .50
101 4.36 .50
386 4.35 .48
![Page 97: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/97.jpg)
86
20
( )
n Mean
X SD F Sig.
217 3.93 .53 1.21 .305
47 3.78 .57
21 4.00 .51
101 3.94 .56
386 3.92 .54
![Page 98: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/98.jpg)
87
20
( )
n Mean
X SD F Sig.
217 4.24 .48 .64 .588
47 4.21 .53
21 4.38 .53
101 4.23 .52
386 4.24 .50
![Page 99: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/99.jpg)
88
20
( )
n Mean
X SD F Sig.
217 3.97 .30 .20 .892
47 3.96 .37
21 4.02 .30
101 3.97 .32
386 3.97 .31
* .05
![Page 100: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/100.jpg)
89
( sig .05)
สำนกัหอ
สมุดกลาง
![Page 101: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/101.jpg)
90
5
“
” (Quantitative
Research) 1)
2)
2
(Self-Administered Questionnaire)
386
(Frequency) (Percentage) (Mean) F-test One
way ANOVA
1.
“
”
1.1
1.2
1.3
1.4
สำนกัหอ
สมุดกลาง
![Page 102: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/102.jpg)
91
1.1
142
36.8 135 35
(Sales and Marketing Department) 255
66.1 (Revenue Department) 36 9.3
1.2
117 30.3
96 24.90 200
124 32.10 51-100 99 25.60
(Resort)
192 49.70 (City Hotel) 126
32.60 (Independent
Hotel) 217 56.20
(Chain Hotel) 101 26.20
1.3
1.3.1
( 4.41)
(
4.75)
( 4.65)
( 4.44)
1.3.2
(
3.85)
( 4.75)
(Charge Per Booking) ( 3.90 )
สำนกัหอ
สมุดกลาง
![Page 103: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/103.jpg)
92
( 3.51 )
1.3.3
( 2.82 )
( 3.65)
(
2.74) (E-mail)
( 2.48)
1.3.4
( 4.23)
( 4.41)
( 4.37)
( 3.9)
1.3.5
(
4.35)
(
4.37)
( 4.36)
( 4.30)
1.3.6
( 3.92)
สำนกัหอ
สมุดกลาง
![Page 104: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/104.jpg)
93
( 4.26)
( 4.23)
(
3.75)
1.3.7
( 4.24)
( 4.39)
(
4.38) (
4.37)
1.4
1.4.1
.05
( sig
.05)
1.4.2
.05
สำนกัหอ
สมุดกลาง
![Page 105: µ ´ ¥µ¨ 2555 µ¦«¹ ¬µ · 2014-06-06 · mostly resort (192 cases or 49.7 percent), and the business operations and management are mostly Independent Hotel (217 cases or](https://reader035.vdocument.in/reader035/viewer/2022062601/5e51b03a221b62590c502c85/html5/thumbnails/105.jpg)
94
( sig .05)
1.4.3
.05
( sig .05)
1.4.4
( sig .05)
2.
“
”
2.1
2.1.1
( 4.41)
(
4.75)
สำนกัหอ
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95
( , 2545)
( , 2543)
2.1.2
(
3.85)
( 4.75)
( , 2542)
(Marketing Mix)
Zeithaml and Bitner (1996, , 2549) (Price)
P
1. (Product Value)
2.
3.
4.
2.1.3
( 2.8 )
( 3.65)
(Personal selling) Armstrong and
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96
Kotler (2009, , 2552)
(Personal Selling Strategy)
(Sales Force Management) (Place)
2.1.4
( 4.23)
( 4.41)
(Consumer Decision Process)
2 (Information Search) ( , 2546 )
4
1. (Personal Sources)
2. (Commercial Sources)
3. (Public Sources)
4. (Experiential Sources)
5. (Experimental Sources)
2.1.5
(
4.35)
(Service Mix ) Kotler (n.d.,
, 2541)
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(Marketing Mix) 7Ps
(People) ( Employee )
2.1.6
( 3.92)
( 4.26)
(Psychological Factors)
(2546 : 199 - 201) (Learning)
(Stimulus Response Theory)
2.1.7
( 4.24)
(Service Mix ) Kotler (n.d.,
, 2541)
2.2
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3 .
3.1
3.2
3.2.1
3.2.2
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99
. (2555). , 2554. 5
. http://www.dbd.go.th/mainsite/
. (2555). . 2555 – 2559.
19 . http://www.tceb.or.th/images/pdf/statistics/
thailand-tourism-dev-plan-2012-2016.pdf
. (2542). “
.” .
.
. (2547). “ -
.”
.
. (2544). .
: .
. (2545). “
.”
.
. (2550). . :
.
. (2543). “
.”
.
. (2551). “
.”
.
สำนกัหอ
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100
. (2544). “
SMEs.”
.
. (2540). . 9. : .
. (2555). Electronic
Commerce. 19 . http://www.bot.or.th/Thai
/PaymentSystems/Others/eCommerce/Pages/eCommerce.aspx
. (2549).
.
.
. (2548). SPSS. :
.
. (2555). . : .
. (2549). “
/ .”
.
. (2544). “
.”
.
. (2525). . . 2525. 9.
: .
. (2541). . 5.
: .
__________. (2546). . : .
. (2550). .
: . . (2555). E-commerce . 19 .
: www.artii.th.org.
สำนกัหอ
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101
. (2547). “ .”
. . (2548). . : A.N. .
. (2555).
. 2555. 12 . http://www.nstda.or.th/
. (2545).
. .2544-2553 . : .
. (2541). . : .
__________. (2543). . 6. :
.
Barnard, Chester I. (1938). The Functions of the Executive. Cambridge , Massachusesetts :
Harvard University Press.
Blackwell, Roger D., Paul W. Miniard and Jame F. Engle. (2001) Consumer Behavior. 9th ed.
New york : Harcourt.
Gibson, J. L., John M. Lvancevich and James H. Donnelly. (1979). Organizational :
Structure, Process, Behavior. 3rd ed. Texas : Business Publications.
Kotler, P. (1997). Advance Marketing Management. 9th ed. New Jersey : Prentice Hall.
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: 3
1
2
3
1
:
1.
2.
(Front Office Department)
(Reservation Department)
(Revenue Department)
(Sales and Marketing Department)
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(Management Department)
(Purchasing Department)
(Housekeeping Department)
(Engineering department)
(Accounting Department)
(Human Resource Department)
....................................
2
:
3.
4.
1-50 51-100 101-150
151-200 200
5.
(Guest House) (City Hotel)
(Resort) (Boutique)
/ / (Apartment, Mansion, Condominium)
6.
(Independent Hotel)
(Alliance Hotel)
(Franchise Hotel)
(Chain Hotel)
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106
3
:
7.
8.
9.
10.
( Social Media ) Facebook
11.
(Tablet)
12.
13.
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107
14.
15.
(Charge Per Booking)
16.
(Charge per Monthly)
17.
18.
(E-mail)
19.
20.
Skype
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108
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
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109
31.
32.
33.
34.
35.
36
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
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110
Cronbach Alpha
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Reliability
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in the
procedure.
Case Processing Summary
N %
Cases Valid 30 100.0
Excludeda 0 .0
Total 30 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.804 35
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112
-
98/320 2 -
. . 2551
. . 2553
. . 2549- ( )