iii
55501310: MAJOR: HOTEL AND TOURISM MANAGEMENT
KEY WORD: INFLUENTIAL FACTORS/MICE SEGMENT/CUSTOMER SATISFACTION NATTHICHAPAT CHIAWKIT: FACTORS INFLUENCING TO HOTEL SELECTION BY MICE SEGMENT: A CASE STUDY OF AMARI HUA HIN. INDEPENDENT STUDY ADVISOR: ARDIPORN KHEMARANGSARN, Ph.D. 79 pp.
The purposes of this research were 1) To study factors influencing customers to select hotel in MICE Group. 2) To examine the level of satisfaction of customers in Amari Hua Hin. 3) To improve and develop MICE services and facilities of the hotel.
The research instruments were a questionnaire survey to interpret MICE organizers’ satisfactions. Its secondary objective was to extract data regarding influencing factors on a guest’s decision in selecting Amari Hua. The questionnaire includes: multiple choices and ranking questions. The researcher used the questionnaire which derived from concepts, theory and related research, to collect the data. This questionnaire consisted of 3 sections as follows;
Section 1: Organizer’s Demographic Characteristics.
Section 2: MICE Behaviors.
Section 3: The factors influencing to hotel selection by MICE segment.
The results of this research were as follow:
1. Found that price, accessibilities, facilities, cleanliness, service quality and safety have impact to satisfaction.
2. Found that price, accessibilities, facilities, service quality and relationship between sales and customers have impact to returning in next time.
3. Found that price, accessibilities, facilities and service quality are the important factors that affecting to decision making to hotel selection by MICE.
Program of Hotel and Tourism Management Graduate School, Silpakorn University
Student's signature ... Academic Year 2013 Independent Study Advisor's signature ...
สำ น ั ก หอส มุ ดกล า ง
iv
Acknowledgments
I would like to express my deep gratitude to Dr. Ardiporn Khemarangsarn, my research advisor for her patient guidance, enthusiastic encouragement and useful critic of this research work. I am most grateful for her teaching and advice, not only the research methodologies but also many other methodologies in life. I would not achieved this far and this research would not have been completed without all the support that I have always received from her.
I would like to express my sincere thanks to Dr. Sudawadee Chanpiwat and Dr. Sid Suntrayuth, for their advice, assistance in keeping my progress on schedule and encouragement.
My grateful thank you are also extended to Sales & Marketing Department, Amari Hua Hin for data collecting permission, support and suggest me for any necessary information. Especially Mrs. Wallee Krooprasert, Director of Sales &
Marketing and my colleagues.
I would like to pass sincerely appreciate to Mr. Khata Sinhaseni, Mr. Nattakit Kranlayanamitr, Mr. Sutas Koydul, Mr. Wisarut Sukthae and Mr. Winai On-In who be my inspirations for their invaluable support and constant encouragement.
Finally, I most gratefully acknowledge my parents, my sisters, my best friends for all their support and encouragement throughout my study.
