Paper Title
Product Aspect’s Satisfaction of Thai Tourists in Mice Group Towards Hotel Services in Hat Yai Area, Songkla Province

Abstract
The objective of the research on Product Aspect’s satisfaction of Thai tourists in MICE group towards hotel services in Hat Yaiarea, Songkhla province, is to study satisfaction of the Thai tourists in MICE group towards hotel services on product in Hat Yai area, Songkhla province, in 4 marketing mix factors: product, price, distribution channel, and marketing promotion. The research uses survey methodology with 400 samples to calculate statistical values and to undertake hypothesis testing based on 95% confidence interval and statistical significance level of 0.05. To find statistical frequency, the mean, standard deviation, and to undertake hypothesis testing, Pearson formula is applied for calculating Correlation Coefficient. Data Analysis by SPSS (Statistical Package for the Social Sciences), which is a demo program, and Data Presentation with Descriptive Statistics is to describe general characteristics and satisfaction of Thai tourists in MICE group towards hotel services in Hat Yai area, Songkhla province, and to conduct comparative analysis satisfaction of Thai tourists in MICE group towards hotel services in Hat Yai area, Songkhla province. T-test is applied for samples with 2 groups, and One-Way Analysis of Variance : One-Way ANOVA for sample with more than 2 groups. LSD (Least Significant Difference) is a method to conduct paired difference test. The research results in: Satisfaction of the Thai tourists in MICE group towards hotel services on Product aspect in Hat Yai area, Songkhla province, overall, is found in the highest level. When considering each aspect, modern and full facilities comes first. Then, enough staff for service and wide and full equipment for MICE, respectively. Satisfaction of the Thai tourists in MICE group towards hotel services on produce aspect in Hat Yai area, Songkhla province, in comparison with different age, sex, education, status, occupation and income level, has Sig. more than .05, is found no difference in satisfaction towards product of hotel services in Hat Yai area, Sonkhla province. For the Thai tourists in MICE group with difference in different age, sex, education, status, occupation and income, the level of satisfaction towards hotel services on product in Hat Yai area, Songkhla province, is found different. Keyword - Product Aspect’s Satisfaction, Tourist in MICE Group, Hotel Service.