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Supawan Teerathongkum. Attractiveness of hotel price framing method : a case study of Thai customer. Master's Degree(International Hospitality Management). Mahidol University. Mahidol University Library and Knowledge Center. : Mahidol University, 2020.
Attractiveness of hotel price framing method : a case study of Thai customer
Name: Supawan Teerathongkum
Abstract:
Tourism Authority of Thailand strongly illustrates the annually domestic travel growththat helps drive Thailand's economy. Thus, hotels in Thailand should also pay attention to attractThai traveler market. Attractive pricing is one of the factors to draw attention from travelers. Itis essential for hotels to apply effective pricing methods to generate sustainable profit. However,there was a limited study related to hotels price framing methods focusing on Thai travelermarket. Therefore, the purpose of this study was to examine the attractiveness of the hotelsprice framing methods among Thai travelers. This research use an online survey to identify theattractiveness of the hotels price framing method and travel behaviour of Thai travelers. Thequestionnaire survey was distributed through social media platforms and collected data from607 respondents who are Thai travellers who purchased from different hotel levels. The datawas analyzed using descriptive statistics and One-Way ANOVA.The results revealed that the most attractive hotels price framing methods for Thaitravelers were discount, bundle, reward, and auction-based framing. The discount framing ofthe high-price hotels should apply a dollar-off discount framing, whereas the low-price hotelsuse a percentage-off discount. Furthermore, the bundle framing, especially an all-inclusivepackage, should employ to the mid-price hotels. Additionally, the mid-price and high-pricehotels could attract Thai travelers by offering resort credit. Besides, the buy one get one freecampaign was powerfully attractive to all hotel levels. Hotels and accommodation businessesmay use the result of this research to create strategic prices and promotions for Thai travelersthat would help them to sustain incremental revenue.
Mahidol University. Mahidol University Library and Knowledge Center
Address:
NAKHONPATHOM
Email:
liwww@mahidol.ac.th
Name: Kaewta Muangasame
Role:
Thesis Advisors
Name: Sarinya Sungkatavat
Role:
Thesis Advisors
Created:
2020
Modified:
2569-08-17
Issued:
2026-07-31
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Management
Level: Master's Degree
Descipline: International Hospitality Management
Grantor: Mahidol University
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RightsAccess:
ใช้เวลา
-0.722544 วินาที
Supawan Teerathongkum
| Title | Contributor | Type |
|---|---|---|
| Attractiveness of hotel price framing method : a case study of Thai customer
มหาวิทยาลัยมหิดล Supawan Teerathongkum | Kaewta Muangasame Sarinya Sungkatavat | วิทยานิพนธ์/Thesis |
Kaewta Muangasame
| Title | Creator | Type and Date Create |
|---|---|---|
| An insight perspective of millennial eco-travelers in Bangkok for green hotel selections
มหาวิทยาลัยมหิดล Kaewta Muangasame ;Veerades Panvisavas | Srowcha Aida Stanford | วิทยานิพนธ์/Thesis |
| Attractiveness of hotel price framing method : a case study of Thai customer
มหาวิทยาลัยมหิดล Kaewta Muangasame ;Sarinya Sungkatavat | Supawan Teerathongkum | วิทยานิพนธ์/Thesis |
Sarinya Sungkatavat