An Exploration of Demographic Characteristics Concerning Accommodation Choice Behavior of Tourists in Luong Prabang, Lao PDR

Abstract

Introduction: The lodging industry plays a crucial role in the tourism sector, with tourists' choices influenced by various factors, including demographic characteristics. Understanding how demographic factors impact tourists' lodging preferences is essential for effective marketing strategies. This study investigates the relationship between tourists' demographic characteristics and their lodging choice behaviors in Luang Prabang, Lao PDR. Methodology: Data were collected from 390 tourists using surveys conducted in Luang Prabang. Demographic characteristics examined include gender, age, education, occupation, country of origin, and income. Lodging choice behaviors analyzed encompass lodging, staying duration, room type, transportation, room cost, and spending cost. The Chi-square statistical method was employed to analyze the data. Results: The analysis revealed significant associations between tourists' demographic characteristics and their lodging choice behaviors. Gender was found to influence lodging preferences, with differences observed in the choice of hotel size, staying duration, and booking methods among different age groups. These findings underscore the importance of considering demographic factors in marketing strategies within the hotel industry. Discussion: The study highlights the relevance of demographic segmentation in understanding and catering to tourists' diverse lodging preferences. By tailoring marketing strategies to specific demographic profiles, businesses can better meet the needs and preferences of different tourist segments. Additionally, the findings contribute to existing literature on the role of demographic factors in shaping tourists' lodging choices.