Business plan of development of vacation rentals Power Up Khao Tao Resort, Hua Hin District Prachuap Khiri Khan Province

Abstract

The purposes of this research are to 1) study consumer behavior and the marketing mix of selecting resort accommodation services in Hua Hin District, Prachuap Khiri Khan Province and 2) use it to prepare a business plan for resort development. Power Up Khao Tao Resort, Hua Hin District, Prachuap Khiri Khan Province The sample group is People traveling to travel in Hua Hin District Prachuap Khiri Khan Province The sample size can be calculated from Taro Yamane's unknown sample size formula (Taro Yamane, 1973) by setting a confidence level of 95 percent and an error level of 5 percent. A sample size of 400 people was used for analysis. Descriptive statistics include frequencies, percentages, means, and standard deviations. The research found that the majority of respondents were female, aged 26-45 years, single status, with a bachelor's degree or equivalent education. Occupation: Employee of a private company and has an average monthly income of 10,001 - 20,000 baht per month. 1) Regarding the behavior of tourists in choosing resort accommodation services, it was found that the cost per time to use the service is 1,001 - 2,000 baht per night. Decision making Choose accommodation from friends and acquaintances - online media The duration of stay is 2 nights. The purpose of using the service is relaxation. Most users use hotels and resorts. There is a private pool - a private house. and family participation in decision making. 2) The marketing mix (7P's) was overall at the highest level. Ordered by average from highest to lowest. The first is the personnel or employee aspect. Distribution channel Service process Creating and presenting physical characteristics, price, and product and the last step is the promotion aspect, respectively.