ความรับผิดชอบต่อสังคมที่ส่งผลต่อความจงรักภักดีของนักท่องเที่ยวชาวไทย ที่มีต่อโรงแรม 5 ดาว ในกรุงเทพมหานคร

Abstract

The objectives of this research article were  1) to analyze the social responsibility (CSR) component of the 5-star hotel business in Bangkok 2) to study the level of loyalty among Thai tourists towards 5-star hotels in Bangkok and 3) to analyze the social responsibility of 5-star hotel business in Bangkok that affect the loyalty of Thai tourists. The sample group is 384 Thai tourists by calculating the sample size by Cochran method based on unknown population   at significant 95% and selecting samples to collect data by purposive method with tourists who used to stay  in the  5 star hotels in Bangkok at least one time.  The research instrument was  the questionnaire on the social responsibility of a 5-star hotel business in Bangkok that affect the loyalty of Thai tourists. The data  analysis used frequency, percentage, mean, standard deviation, factor analysis and multiple regression analysis.  The research results were found that component social responsibility of the 5-star hotel business in Bangkok consists of 6 elements, with organizational governance and the dissemination of innovation being the most important, followed by social development of the community, responsibility consumer issues, fair operating business, environment and respect for human rights. Tourists are loyal to the hotel overall 5 stars are the most. Analysis of forecasts revealed that social responsibility factors were good corporate governance and disseminate innovation, community and social development Influence the loyalty of Thai tourists.