The Influence of the Environmental Image and Attractiveness of Activities on the Intention to Revisit in Low Season for the Toscana Valley Khao Yai Hotels Group

Abstract

This research was a quantitative research study. The objective was to study the influence of environmental image and attractiveness of activities on the intention to revisit the Toscana Valley Khao Yai hotels group in low season. The researcher collected the data from 241 respondents who stayed in low season at Toscana Valley hotel from March 2020 to September 2020 by using questionnaires in which 44 respondents were from online questionnaire and 197 respondents were participated by onsite collecting of information. General data of respondents such as gender, age, married status and education and travelling behavior were analysed by descriptive statistics such as percentage, mean and standard deviation. The statistic used to test hypothesis was multiple regression. The majority of respondents were married female between the ages of 30 to 40 years old. They hold a bachelor’s degree and worked in private companies. Most made a room reservation by direct booking and stayed for the first time, for one night with their families.The results showed that environmental image effect and attractiveness of activities had an influence on the intention to revisit the Toscana Valley Khao Yai hotels group in low season at statistical significant level of 0.05.