The Study of Homestay Management: Key Factors Affecting Homestay Service Expectations in Phra Nakhon Si Ayutthaya Province
Keywords:
Homestay, Service, Expectations, Phra Nakhon Si Ayutthaya provinceAbstract
The objective of this research was to study homestay management in correlation with service expectations for homestays and to study the potential of homestay management and the affects to service expectations for homestays. The researcher conducted a random survey of tourist who visited homestays in Phra Nakhon Si Ayutthaya Province. The quantitative approach using semi-structured questionnaires to collect data from the sample group that consisted of 400 Thai tourists agedbetween 20-60 years. The statistical tools used in the data analysis included percentage, mean and standard deviation and Cronbach's Alpha was used to assess the reliability of the questionnaire at .996. Multiple regression analysis was also used to test the correlation among the variables. The findings showed relationships with the potential of homestay management were correlated with the expectation of service of homestays in accommodating tourists at a high level of .671, and the potential of homestays management of entrepreneurs that affect their service expectations for homestay with a 0.05 level of significance level. As a result, the prediction was presented in the Equation: ŷ = .095 + (.345Fin) + (.072Pro) + (.269Cus) + (.811Learn) means the value of Finance, Customer and Learning & Growth when it increases by 1 unit Y (service expectations for homestay), it increases to .095 + (.345) + (.072) + (.269) + (.811) = 1.592.
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