Hotel Business Marketing Strategies in Udon Thani Province in Creating Competitive Advantages

Abstract

This research article aims were (1) to study the level of marketing strategies that affect the competitive advantage of hotel business operators in Udon Thani Province, (2) to study the competitive advantage of hotel business operators in Udon Thani Province, and (3) to study the relationship between marketing strategies that affect the competitive advantage of hotel business operators in Udon Thani Province. This study is quantitative research. The tool used is a 5-level estimation questionnaire from hotel business operators in Udon Thani Province. The population is hotel business operators in Udon Thani Province Number of 177 people. The sample group includes 121 hotel business operators to distribute questionnaires in Udon Thani Province, obtained from the formula for calculating ready-made tables of Crazy and Morgan. Statistics used in data analysis were descriptive statistics, including frequency, percentage, mean, and standard deviation. The statistic used to test the hypothesis is correlation statistic analysis. The results of the research found that Hotel business marketing strategies in Udon Thani Province to create competitive advantage overall are at a high level. Overall competitive advantage of hotel business operators in Udon Thani Province is at a high level. The results of the study of the relationship between the independent variable and the dependent variable or between marketing strategy and creating competitive advantage are statistically significantly related at the 0.05 level, with all aspects being related. and in the same direction.