Factors influencing Thai Tourists’ Decision Making on Using Resort Services in Samroiyod District, Prachuap Khiri Khan Province
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Abstract
The objectives of this study were 1) to study the level of Thai tourists’ decision making on using resort services in Samroiyod district, Prachuap Khiri Khan province, 2) to study the level of innovation of resort services in the area mentioned and 3) to study factors influencing Thai tourists’ decision making on using the resort services in the area. The sample consisted of 385 Thai tourists using the resort services in Samroiyod district, Prachuap Khiri Khan province. Questionnaires were used as a data collection tool. Statistics used included mean, standard deviation, and multiple regression. The results indicated that 1) the overall Thai tourists’ decision making on using resort services in Samroiyod district, Prachuap Khiri Khan province was at the highest level, 2) the overall innovation resort services in the area was also at the highest level, and 3) The factors of services innovation influencing the tourists on their decision making on using the resorts in the area included the process of service giving, resort position placing, and vision paradigm of the tourists which were correlated at the 0.5 level of significance.
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