Factors positively affecting purchase intention to stay at budget hotels of foreign customers in Bangkok

Abstract

The researcher studied the positive influence of physical product, staff, service, location, cleanliness, security, facilities, and tangible-sensorial experience towards purchase intention to stay at budget hotels of foreign customers in Bangkok. The 328 usable survey questionnaires were received from the foreign backpackers in Rattanakosin Island area, Pranakorn district, and Hua Lam Pong Railway Station area in Bangkok during 2 January to 29 January in 2017 by using the non-probability sampling menthods. The data was analyzed using Multiple Regression Analysis and found that tangible-sensorial experience (β = 0.320) and facilities (β = 0.147) were positively affected purchase intention to stay of budget hotels’ foreign consumers in Bangkok at .05 level of significance, explaining 20% of the influence towards purchase intention to stay of the consumers. However, physical product, staff, service, location, cleanliness, and security were not found to be significantly affected purchase intention to stay of budget hotels’ foreign consumers in Bangkok.