บัณฑิตวิทยาลัย มหาวิทยาลัยสงขลานครินทร์ ได้อนุมัติวิทยานิพนธ์นี้ตามข้อกำหนดของหลักสูตรบริหารธุรกิจมหาบัณฑิต สาขาการจัดการการบริการและการท่องเที่ยว ในช่วงสถานการณ์โควิด-19 ในภูเก็ต หลังจากการล็อกดาวน์ครั้งแรกของโควิด-19 ในประเทศไทย การศึกษานี้ใช้ Pearson-chi-squre, one-way ANOVA, การวิเคราะห์ปัจจัย และ Probit regression เพื่อวิเคราะห์ปัจจัยที่มีอยู่ โรงแรมท่องเที่ยว. การศึกษานี้ศึกษาปัจจัยที่มีอิทธิพลต่อการเลือกโรงแรมในภูเก็ตของนักท่องเที่ยวในช่วงโควิด-19
Chayanon Phucharoen, who is my thesis advisor at the Faculty of Hospitality and Tourism at Prince of Songkla University.
LIST OF TABLES (Continued)
INTRODUCTION
- Background and problem statement
- Research Question
- Hypothesis of the study
- Significance of the Study
- Scope of study
- Definition of key term of the study
The main purpose of this study is to investigate demographic and travel patterns to influence tourists to choose Phuket hotels during COVID-19 and to investigate the factors influencing tourists to choose Phuket hotels during COVID-19. To investigate demographic and travel patterns to influence tourists to choose hotels in Phuket during COVID-19. Therefore, this study will help the hospitality industry to better understand the travel patterns of tourists when making a decision to choose a hotel during COVID-19.
The hotel industry is striving to develop, use and improve its own hotel attributes to meet the changing factors that have led tourists to choose hotels due to COVID-19.
LITERATURE REVIEW
- Impact of the COVID-19 pandemic on tourism 1 Definition of COVID-19
- The impact of COVID-19 on Tourism
- The impact of COVID-19 on Tourism behavior
- Consumer behavior
- Definition of consumer behavior
- Factors influence consumer buying behavior
- Consumer selection process
- Hotel types
The public area of the hotel comes into contact with more people, and indirect contact with the public area has become a potential source of virus transmission. AAQ, R., 2016) The image of the hotel and the quality of the hotel service relate to the reputation of the hotel. Hotel service refers to the content, manner, attitude and speed of the services provided by the hotel.
The hotel is obliged to guarantee the personal safety of the guests during their stay. According to the survey, people's fear of the COVID-19 couple stems mainly from incomplete knowledge of the epidemic. The public area of the hotel contacts more people, and indirect contact with the public area has become a potential source of virus transmission.
METHODS
- Population of the research
- Sample size
- Sampling Method
- Type of Research
- Research Instruments
However, the study is concerned that the questionnaires would not be fully completed by the respondents, so the study prepared more 15 questionnaires and distributed 400 questionnaires to tourists who traveled in Phuket during COVID-19. In this study, the Convenience sampling method was used to select tourists who arrived in Phuket during COVID-19. In the old town of Cape Panwa and Phuket, tourists who would stay more than one night in Phuket were randomly selected and conducted a survey.
This research used quantitative research methods by collecting the data of tourists traveling in Phuket during COVID-19. In terms of data collection, this study specifically in quantitative research conducted through questionnaire regarding the travel band the factors influencing the hotel choice of visitors to Phuket during COVID-19. The questionnaire was used to collect during COVID-19 tourists' reactions to travel patterns and factors influencing hotel choice from the perspective of tourists.
Demographic Characteristic
Tourist behaviors
Factors influence hotel selection of tourists in Phuket
- Data Analysis
Hotel promotion Special discount from FB for COVID-19, Special room rate for COVID-19, Special discount from SPA for COVID-19.
- The level of importance to be measured
The data analysis of each step is as follows: First, use Cronbach's alpha coefficient for data screening to test the reliability of the entire questionnaire data. According to the formula of multivariate probability analysis: 0 (Hotels with room rates below 50US$) = Economy Hotels 1(Hotels with room rates above 50US$) = High value hotels Yi =β1X1i+β2iX2i+ β3X3i+ β4X4i+ β5X5i+.
RESULTS
- Personal Characteristic
- Travel patterns of influence tourists choose Phuket hotel during COVID-19
The results show that there is a correlation between the Gender of the respondents and the room rate. The results show that there is a correlation between the nationality of the respondents and the room rate. The results show that there is a correlation between the education of the respondents and the room rate.
According to tabular data, it was found 𝑥2=35.273, 𝑝 < 0.05. Therefore, it can be said that the respondents' base for annual income is correlated to the room price. The results show that there is a correlation between the respondents' age and the room price. The results show that there is no correlation between the respondents' Travels with children and the room price.
The results show that there is no correlation between the respondents' booking channel and the room rate. The results show that there is no correlation between respondents' travel planning time and room rate. Table 4.10 Pearson Chi-square of travel planning and room rate respondents' time base.
The results show that there is no correlation between the transportation to Phuket of the respondents and the room rate. Table 4.11 Pearson Chi-square of the respondents' basis of Transport to Phuket and room rate Room rate.
There is a significant different between tourists who travel with children and tourists who travel without children in hotel is selection
There is a significant difference among tourist who used different Booking channel in hotel selection
There is a significant different between tourist who used different transport mode in hotel room rate selection
To examine demographic and travel patterns of influencing tourists to choose hotel in Phuket during COVID-19 in Phuket
- Factors of influence tourists to choose Phuket hotels during COVID-19
There is a significant difference between tourists traveling with children and tourists traveling without children in hotel selection. Traveling with children, booking channel and transportation to Phuket did not significantly influence tourists' hotel choice during covid-19. On the one hand, because total hotel prices in Phuket Pre COVID are higher than during covid-19 (Booking.com. 2020), and on the other hand, because hotels with higher prices offer free cancellation or free reschedule during covid-19.
Therefore, there is a significant difference between the time of the trip and room rates. Although the number of self-driving tourists increased during covid-19 (Mckinsey. 2020.), the plane was still the main means of transport for tourists arriving in Phuket. In this study, 76.8% of tourists arrived in Phuket by plane. Therefore, there is no significant difference between transportation to Phuket and room rates.
According to the hotel factors, according to the literature review, they were divided into 6 groups (hotel facility, hotel servers, hotel location, hotel image, hotel security and cleanliness, hotel promotion). From Table 4.13 below, the result of one-way ANOVA test on all hotel factors and room rate to hotel selection shows that all P-values were <0.05. These results show that there is a significant difference between all hotel factors and room price in hotel selection.
Table 4.14 below shows the result of a one-way ANOVA test in all hotel characteristics and room price by hotel selection. These results suggest that there is a significant difference between except convenient for airport, special discount from FB, special discount from SPA, the other hotel attributes, and room rate for hotel selection.
Security and
Facilities and Locations for social
Parking lot: Due to the spread of the epidemic, during the COVID-19 period, tourists mainly travel by car. In-room recreation facilities can meet the recreational needs of customers while reducing the risk of contracting covid-19. Based on a review of the literature on cashless payments, recreational facilities, independent air conditioning, masks, alcohol, and more, the third common factor can be summarized as COVID-19 capabilities.
Based on the literature review of free rescheduling service, free cancellation service, doctor on call and convenient for the hospital, the fourth common factor can be summarized as Service for COVID-19. The fifth common factor includes special room rate for COVID-19 and special discount on spa for COVID-19. Masks, alcohol and other immunizations, independent air conditioning and disposable items are the new needs of consumers during COVID-19 due to the requirement for COVID-19 prevention.
These hotel attributes existed before COVID, but some changes have been made due to COVID-19. However, during COVID-19, tourists preferred to have some recreational facilities in the room to reduce the contact with the outside world and the risk of being infected with COVID-19. Parking lots and car rental services are also in high demand due to the increase in self-guided tours during COVID-19.
These hotel properties were available and valued by consumers both before and during COVID-19. According to the factor analysis before and during COVID-19, the extraction of the common factor Pre COVID was based on the association of hotel attributes with COVID-19.
To examine the factors that influence tourists to choose hotel in Phuket during COVID-19
- Comparing Pre and during COVID-19, the changes in factors of influence tourists to choose hotels choose hotels
- Conclusion
- Discussion
- Recommendations
- Limitations
During COVID-19, tourists consider hotel safety and cleanliness to be more important than before COVID-19. In addition, respondents considered other hotel factors to be more important during COVID-19 than Pre COVID. This means that apart from car rental, the other factors are significantly different before and during COVID-19.
Therefore, the convenience of beach access is the most important hotel factor for tourists before and during COVID-19. Considering the gap that exists in tourism research on Med-Covid-19, factors influencing tourists' hotel choices in Phuket. To examine the demographic and travel patterns influencing tourists to choose a hotel in Phuket during COVID-19 in Phuket.
According to a comparison with Pakpum Kowisuth's research, there was no significant change in tourist booking channels before and during COVID-19. Hotel safety and cleanliness were top factors for tourists when choosing a hotel in Phuket during COVID-19. Hotel safety and cleanliness were the top factors for tourists during the COVID-19 period.
Cleanliness of the room and cleanliness of the public area were both very important before and during COVID-19. Hotels with easy access to the beach were popular with tourists both before and during COVID-19.
BIBLIOGRAPHY
BIBLIOGRAPHY (Continued)
Personal Characteristics 1.Gender ：
Tourist behaviors
Before and during covid-19, when choosing a Phuket hotel, how important do you think the following characteristics are. Not important at all Not important Neutral Important Very important Not important at all Not important Neutral Important Very important.
