Factors of Tourist's Intention to Use Line OA for Songkhla Lagoon Tourism
DOI:
https://doi.org/10.14456/jiskku.2024.2Keywords:
Intention to use, Songkhla Lagoon, Tourism, Factor, Line OAAbstract
Purpose: The study aimed to investigate the factors influencing of tourist's intention to use Line OA, namely “Mata-Lumnam” for travelling around Songkhla Lagoon, and analyze the levels of tourist’s satisfaction regarding the use of Line OA in the both factors” usage perception and design.
Methodology: The study employed a survey research design, utilizing a questionnaire to collect data from 87 tourists who had the experience of traveling to Songkhla Lagoon. The data collection technique employed convenience sampling. In part of analysis, this study used descriptive analysis such as frequency, percentage, mean, and standard deviation. In addition, the regression analysis was conducted to analyze factor’s influences.
Findings: The results showed that the usage perception directly influenced tourist’s intention to use Line OA, while the design factor did not have the direct influence on tourist’s intention to use Line OA for tourism in Songkhla Lagoon at the significant level of 0.05. Additionally, the results indicated a very high level of tourist satisfaction in both the usage factor and the design factor.
Applications of this study: The results of this study can be used as a guideline to design and develop Line OA, for providing information to tourists under the limitation on time and budget. In addition, a purposed model will be useful for the other researchers and academics who want to develop a model in the different context of their studies.
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