Paper Title
FACTORS AFFECTING THE EFFECTIVE MANAGEMENT OF FOUR-STAR TOURIST HOTELS IN PATTAYA CITY ACCORDING TO THE ASEAN SUSTAINABLE TOURISM AWARD STANDARDS

Abstract
Abstract: – Research objectives 1: To survey the general characteristics of tourists who use the services of four-star hotels in Pattaya City. 2. To study the important factors affecting the effective management of four-star tourist hotels in Pattaya City according to the ASEAN Sustainable Tourism Award standards. This research is quantitative research using a combination of survey and descriptive research methods. The sample group used in the research is tourists who use the services of four-star hotels in Pattaya City. The sampling in this study was done by calculating the sample size according to Taro Yamane's ready-made table (Thanin, 2014: 47) at a confidence level of 95% and an error of ± 5%. The sample group is 400 people. The research instrument is a questionnaire. The statistics used in the research are percentage, mean, and standard deviation. The results of the research found that the respondents in this research were mostly males. The oldest age range is 41-60 years old. Most occupations are private businesses/businessmen. Most income is more than 40,001 baht. The study according to the research objectives found that the overall operation was at the highest level = 4.64 The important factors affecting the effective management of four-star tourist hotels in Pattaya City according to the ASEAN Sustainable Tourism Award standards consisted of 4 factors, ranked in order of importance as follows: 1) Information system ( = 4.68) The most important item is the convenience of booking rooms. 2) Marketing ( = 4.65) The most important item is the display of room prices, food prices, and other services clearly and up to date. 3) Operation ( = 4.63) The most important item is the location in the business center, close to tourist attractions, and convenient transportation. 4) Human resources ( = 4.59) The most important item is the respect and good treatment of service recipients, and attention to every detail. Keywords - Management, Effectiveness, Tourism