Examining the Effects of Service Marketing Mix and Service Quality on Hotel Selection in an Urban Tourism Destination

This study aims to examine the influence of the marketing mix and service quality on hotel selection decisions in a growing urban tourism destination in Thailand in a separate model. A mixed-methods approach was employed. Quantitative data were gathered from 385 tourists residing in four- and five-star hotels, while qualitative data were derived from comprehensive interviews with five hotel operators. The first multiple linear regression analysis model of the service marketing mix revealed that product, promotion, personnel, service process, and distribution channels had a statistically significant influence on hotel selection at the 0.05 level, explaining 50.3% of the variance. The second multiple linear regression analysis model of service quality reveals that responsiveness, empathy, and reliability significantly affect tourists’ decisions, explaining 43.9% of the variance. The integration of quantitative and qualitative findings led to the development of four strategic directions: (1) digital competitive advantage, (2) niche market development, (3) service quality enhancement, and (4) sustainability and risk management strategies. The findings contribute to hospitality management by examining how the 7Ps and SERVQUAL influence customer selection behaviors, integrating the entrepreneur’s perspective, and providing appropriate strategic directions for a secondary urban destination.