The Study of Satisfaction of MICE Thai Tourists towards Hotel Services in Hat Yai, Songkhla, Thailand
This study explores the satisfaction of MICE Thai tourists towards hotel services in Hat Yai, Songkhla, Thailand. This is a quantitative study that investigates the marketing mix factors in four aspects including products, pricing, distribution channels, and marketing promotion. The questionnaire was used to collect data from 400 samples by finding statistic values and the hypothesis test as defined at 95% of the confidence level. The statistical significance was at the level of ± 0.05. We found the frequency, means, and standard deviation. The data analysis and presentation were made by using the descriptive statistics to describe the general characteristics and satisfaction of MICE Thai tourists towards hotel services in Hat Yai, Songkhla, Thailand. The results showed that the level of satisfaction of MICE Thai tourists towards hotel services in Hat Yai in overall was at the highest level. When considering each aspect, it was found that the first aspect was products, followed by marketing promotion. The highest level was prices, and the distribution channel was very high. The comparison on MICE Thai tourists' satisfaction towards using hotel services in Hat Yai, Songkhla, Thailand classified by sex, education and occupation showed that differences of sex, education and occupation of the tourists had no effect on satisfaction with hotel services in Hat Yai in terms of products, prices, distribution channels, and marketing promotion. In contrast, the tourists who were different in ages, status and monthly income showed the differences of satisfaction on hotel services in Hat Yai.
Keywords - Satisfaction, MICE Thai Tourists, Hotel Services