The Creation of Model for the Business of Raft Accommodations in the Dams of Thailand

Abstract

This research aimed to study (1) the creation of a model for the business of raft accommodations in the dams of Thailand; (2) the Thailand dams' tourist’s behavior trends; and (3) the Thailand dams' tourist’s attitudes. The researchers use mixed methods to collect data, such as the qualitative method by using a structured interview. It was found that the government and entrepreneurial sectors give the most importance to the integrated raft accommodation business model. In the quantitative method, the 800 questionnaires were deployed as a tool to collect data. The data were analyzed through descriptive statistics covering percentage, mean, and standard deviation. The inferential statistics were used to test the hypotheses, which are: (1) independent statistics; (2) one sample t-test; (3) Pearson product moment correlation coefficient; (4) Pearson chi-square; (5) contingency coefficient; (6) confirmatory hypothesis testing for population proportions with a population of 1 through the chi-square test; (7) factor analysis; (8) confirmatory factor analysis; and (9) structural equation model. The result shows that tourists have a good level of attitude towards the wellness section in the model for the business of raft accommodation in the dams of Thailand. In terms of future behavior trends, the level of recommendation of floating raft accommodation in Thailand to others is high, and tourists’ attitudes toward the business are at a good level. They should retain the business instead of building other new ones. Besides, the floating raft accommodation intergraded business model and the floating raft accommodation for wellness benefit business model are directly influenced by the behavior trend, and the floating raft combination business model is directly influenced by the attitude of the tourists in Thailand