Customer Decision-Making Behavior in Choosing Services in the Homestay Business Chiang Mai Province.

Abstract

The objectives of this research were to study 1) customer behavior in deciding to use homestay business services, 2) the level of opinion of the marketing mix, and 3) the level of opinion of the marketing mix. Factors affecting customers' decision to choose services in the homestay business in Chiang Mai. The sample used in the research was consumers 404 people. The data were collected using questionnaire and analyzed by descriptive statistics and multiple regression analysis using the Enter method.

The study results revealed that 1) most of the respondents were female, aged between 21-30 years old, had a bachelor's degree, had an income of less than 10,000 baht, and were single. 2) It was found that the purpose of the trip was to relax. The number of stays for 2-3 days was accompanied by a friend who booked a homestay through an application such as (Agoda) for a single room type and the frequency of stay was 2-3 times. 3) The informant gave his opinion on the overall marketing mix was at a high level ( = 4.370). and 4) Factors that affect the decision of customers to choose services in the homestay business. The statistically significant positive factors at the level of 0.01 were 5 variables: gender, education level, number of days of stay, accompanying guests and room type of the homestay staying There are 4 statistically significant positive factors at the level of 0.05, namely product, distribution promotion, physical characteristics, and process. At the same time, the factors that have a statistically significant negative effect at the level of 0.05 are the price side.