Factors in hotel selection and satisfaction for different age groups in Thailand.

Abstract

The purpose of this research is to investigate factors in hotel selection and satisfaction for travellers in 21 – 38 age group and in 39 – 50 age group in Thailand. This research also suggest solution to hoteliers in order to attract more travelers. All factors in this research were derived from attributes shown in online hotel booking and also based on previous researches. Questionnaire was used for data collection and conducted in travel exhibition, Thai Tiew Thai 34th, and in social network. Mean score and one sample t-test are statistical approach to data analysis. An important factors are considered only if its mean score is significantly greater than 4. After analysis, convenient hotel location, price and promotion are most important factors in hotel selection for both groups. Cleanliness, quality of bedding, and well-maintained room have significantly influence on satisfaction of travelers aged between 39 – 50 years old. Meanwhile, Millennial generation are substantially satisfied with cleanliness, value for money and reasonable price. The research finding are expected to help hoteliers to attract more travelers.