Factors Influencing the Decision toward Accommodation Service of Tourists in Koh Samet, Rayong Province.
Keywords:
Accommodation Service Decision, Influencing Factors, AccommodationAbstract
The objective of this research aimed to 1) study the factors influencing the decision toward accommodation service of tourists in Koh Samet, Rayong province., 2) compare the accommodation service decision behavior of tourists in Koh Samet, Rayong province. This research was quantitative and literature review as framework about service marketing mixed, consumer behavior, and making decision. The sample size from tourists in Koh Samet, Rayong province was 400 tourists. The research tool is a questionnaire. Statistics used in data analysis include percentage, mean, standard deviation, t-test, ANOVA, and scheffe analysis.
The research found that 1) the majority of respondents were female, 20-30 years old, hometown in Asia, monthly income: 10,001-20,000 baht. Status: Single. Behavior overall of tourists choosing to use accommodation services in the area of Koh Samet, Rayong Province: the opinions were at a high level including product or service, price, service channels or place, promotion, people or employees, and physical evidence respectively. 2) the t-test difference analysis of the gender opinion level means showed that there was a statistical significant difference at the 0.05 level for 1 item: Physical environment and one-way analysis of variance (ANOVA) for age, It was found that there was a statistical significant difference at the 0.05 level in 2 items: price and promotion. The knowledge led to the factors influencing the decision toward accommodation service of tourists in Koh Samet, Rayong province can help develop the community in a sustainable service.
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