Examination of marketing mix factors in Chinese Tourists’ Demand for Spa Service in Middle-sized Bangkok Hotels

Abstract

This study aims to examine marketing mix factors in Chinese tourists’ demand for spa service in middle-sized hotels in Bangkok. This study is a quantitative study and thus uses questionnaire to obtain information from 400 sample tourists. The information is quantitatively analyzed by using descriptive statistics to learn about marketing mix factors in Chinese tourists’ demand in spa service in middle-sized hotels in Bangkok. It is found that the tourists give high importance to all 7 marketing mix factors or 7Ps: product, price, place, promotion, people, process and physical evidence.