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|The Impact of Brand Image and Customer Values upon Buying Decisions and Brand Loyalty of Hotels in the Thai Tourist Industry: A Case Study of Gay Men Purchasing Decision in the Thailand Metropolitan Districts
|The purpose of this study is to investigate gay niche market as demonstrated by buying decision in the hotel business industry in metropolitan cities of Thailand. This study discovers the factors that influence the decision making of gay men as well as proves that this type of buyer has a big loyalty to specific hotel brands that appear as gay-friendly to them. It shows that gay customers are most satisfied when hotels identify as being gay-friendly and provides gay comfort zone to them.
Hotels that welcome gay clients, especially in a big city like Bangkok, will enjoy remarkable business success. This can be measured through increased occupancy rates, interviews with hotel owners and managers, brand loyalty surveys, and improved annual income reports. It is not only the quality of the facilities but also high quality of service. Providing a gay-friendly environment and catering to their desirable comfort zone would help the hotel gain the competitive advantage from this particular market segment.
The subject of gay brand image will be mentioned in chapter 2 and deal with Thai cultural exception issues which are factors for business investors in Thailand. Business owners, investors, entrepreneurs, and whoever is involved with this industry have to know the reasons why in some cultures gay niche markets are not profitable while in others they are. The information in this paper will help locate potential gay clients, identify approaches which will attract them and present how to reach out to this market type. The magic “word of mouth” in the gay community has a huge impact on the development of service businesses.
The qualitative survey instrument is based on a hard copy survey and an online version was composed and tested out with 30 samples as the pilot study. This was done to get feedback and fix some errors. Then the actual survey was launched out to four hundred gay men as the first target. Before beginning to take the survey, each respondent was clearly explained the procedures by the author. The result from all the respondents will be illustrated in statistical graphs and charts in chapter 4 then discuss on chapter 5. The final result from this study will be used to measure the influence of hotel businesses specific to the gay niche market.
|Thesis (M.B.A.)--Graduate School, Bangkok University, 2017.
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