A Comparison of Level of Thai Tourists’ Decision Making on Choosing Pool Villa in the Thailand Riviera
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Abstract
The objectives of this study were to 1) study the level of Thai tourists’ decision making on choosing a pool villa in the Thailand Riviera and 2) compare Thai tourists’ decision making on choosing a pool villa in the Thailand Riviera classified by personal information. This was quantitative research. The sample consisted of 388 Thai tourists choosing Pool Villa on the Thailand Riviera. Statistics used included mean, standard deviation, t-test, and one-way ANOVA. Research findings were: 1) In overall terms, Thai tourists’ decision making on choosing a pool villa on the Thailand Riviera is at a high level. When it comes to an individual component, evaluation of alternatives comes first, followed by post-purchase behavior, purchase decision, information search, and problem recognition, respectively; and 2) Thai tourists who have different personal information, that is, gender, age, education level, average monthly revenue, and occupation, have different decision making on choosing Pool Villa in the Thailand Riviera at the 0.05 level of statistical significance.
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