THE INFLUENCE OF GUEST EXPERIENCE AND SATISFACTION ON BEHAVIORAL INTENTIONS OF HOMESTAY TOURISTS IN NAKHON SI THAMMARAT PROVINCE
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Abstract
The research aimed to investigate the impact of guest experience and satisfaction on the behavioral intention of homestay tourists in Nakhon Si Thammarat Province. The sample consisted of 400 tourists aged between 20 and 60 years who had stayed in homestays in Nakhon Si Thammarat. A convenience sampling method was employed, and data were collected using an online questionnaire. The statistical methods used included frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that most respondents were male (228 persons), aged between 21 and 30 years (256 persons), held an education level higher than a bachelor's degree (239 persons), had a monthly income of 15,001 - 25,000 Baht (196 persons), worked as freelancers (140 persons), and were all Thai nationals. Most participants traveled to strengthen relationships with family and friends (218 persons), traveled with family (270 persons), and stayed for one day (309 persons). Regarding guest experience, the environmental dimension had the highest mean score ( = 4.56, S.D. = 0.58), followed by food, accessibility, accommodation, tour services, cleanliness, culture, and general services. Overall guest satisfaction was at a high level (
= 4.46, S.D. = 0.50). For behavioral intentions, revisit intention had the highest mean score (
= 4.47, S.D. = 0.50), followed by electronic word-of-mouth intention (
= 4.44, S.D. = 0.50). The multiple regression analysis indicated that the factors significantly influencing tourists' behavioral intentions at the 0.01 level included food, guest satisfaction, cultural aspects, and general services, ranked in descending order of influence. The model explained 57.40% of the variance in behavioral intentions, which was statistically significant at the 0.05 level.
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