Management Strategies of Homestay Business Affect the Tourists’ Decision Making for Choosing the Accommodation in Phachi District Phranakhon Si Ayutthaya Province

Abstract

This study aimed to: 1. investigate homestay business management strategies and tourists’ decisions to stay in homestays, and 2. examine the management strategies that influence tourists’ accommodation decisions. The research employed a quantitative design. The sample consisted of 400 tourists who used homestay services in Phachi District, Phra Nakhon Si Ayutthaya Province, selected through accidental sampling. Research instruments included a questionnaire on management strategies (reliability = 0.97) and a questionnaire on decision-making (reliability = 0.93). Data were analyzed using mean, standard deviation, and multiple correlation coefficients. The results revealed that: 1. homestay business management strategies and tourists’ decisions to stay were rated at a high level; and 2. management strategies significantly influenced tourists’ accommodation decisions at the .05 level, accounting for 72.5 percent of the variance.