ONLINE MARKETING MIX AFFECTING DECISION TO BOOK ACCOMMODATION VIA ONLINE TRAVEL AGENTS

Abstract

Abstract— The purpose of this research was to study the decision-making behavior to book accommodation via Online Travel Agents (OTA) of traveler compared by demographic characteristics, and to study the online marketing mix factors that affected the decision to book accommodation via Online Travel Agents of traveler. The sample consisted of 350 Thai traveler who had used online booking service through a questionnaire as a data collection tool. Statistics used in data analysis were percentage, mean, standard deviation, and multiple regression analysis. The results showed that demographic factors such as age, education level and incomes had differently affected the decision to use online booking service. In addition, the research found that the online marketing mix factors in terms of product, price, distribution channels, and marketing promotion affected the decision to use the booking service through online hotel booking service with a statistical significance level of .05. However, the online marketing mix factors in terms of personalization, and privacy factor did not affect the decision to use the online hotel booking service.