Segmentation of Tourists Using Accommodation Services in Mueang District, Ubon Ratchathani Province Using Latent Class Analysis
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Abstract
This research aims to segment tourists who use accommodation services by using Latent Class Analysis (LCA) and suggests marketing strategies and services tailored to each group of tourists. The sample comprised 974 Thai tourists who used accommodation services in Mueang District, Ubon Ratchathani Province. The program Jamovi was used to determine the sample size, and the research instrument was a questionnaire. The analysis results showed the model had a log-likelihood value of -8604, AIC and SABIC values that were low, and an entropy value of 0.925, showing a good quality of segmentation. The χ² value was 4.14e+6, with a p-value of 1.000, confirming that the model was highly suitable. The LCA model segmented tourists into six groups: 1) Quality seeker, 2) Balanced travelers, 3) Luxury enthusiasts, 4) Critical evaluation, 5) value-for-money hunters, and 6) Budget-conscious travelers. Mueang District, Ubon Ratchathani Province, will be able to attract tourists' needs and increase their satisfaction with accommodation services by modifying marketing strategies and services according to each group of tourists.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยเทคโนโลยีราชมงคลอีสานและคณาจารย์ท่านอื่นๆในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
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