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The Marketing Mix in Small Sized Hotels: A Case of Pattaya, Thailand
Authors: Anyapak Prapannetivuth
Abstract:The purpose of this research is to investigate the marketing mix that is perceived to be important for the small sized hotels in Pattaya. This research provides insights through a review of the marketing activities performed by the small sized hotels. Nine owners & marketing manager of small sized hotels and resorts, all local Chonburi people, were selected for an in-depth interview. The research suggests that seven marketing mixes (e.g. Product, Price, Place, Promotion, People, Physical Evidence and Process) were commonly used by these hotels, however, three types – People, Price and Physical Evidence were considered most important by the owners.
Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1110155Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 2565
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