Factor Influencing Intention to Revisit in Hotel of Foreign Tourists

Abstract

This survey research aimed to study the influence of attitude in services, product, and marketing mix affected intention to revisit in hotel of foreign tourists in Bangkok, Thailand. The total 300 sets of closed-ended questionnaires were utilized for conducting data from foreign tourists who come to Boutique hotel and can communicate in English. The descriptive statistics and multiple regression analysis were used to analyze data. The research found that Tourists’ attitude towards the service of check in and check out process, food and beverage, guest room and other facilities affected in opportunity of revisiting, recommending to others and possibility of revisiting in the future at 0.05 statistically significant levels. Tourists’ attitude towards service and marketing mix in term of people, physical evidence, price, process and channel of distribution could forecast intention to revisit in term of recommending to others and intention to revisit in the future at 0.05 statistically significant levels.

Keywords— Foreign tourists, Revisit, Service marketing mix