The trends of customer behavior that select luxury hotels in Bangkok, Thailand.

Abstract

This research will explore the factors that encourage the long term success of luxury hotels in Bangkok to help the hotel management complete customer preferences, and be able to create the effective marketing strategy. Quantitative research methodology was applied in this research by collecting data via an online questionnaire. The respondents are those who use to experience the luxury hotels in Bangkok through Food & Beverage Service, Accommodations, Meeting and Event. The results revealed that both Brand preference and Customer satisfaction, especially Customer satisfaction, significantly influence the purchase intention. The respondents perceive the brand influences from Celebrities or famous people through social media. Especially, the brand concept of hotel has become the most importance factor of the focused respondents. For Customer satisfaction, the research shows three main factors that influence customer satisfaction which are Location, Quality of Product and Technology innovation.