Behavior Of Consumers to Use Service of Khantok in the Area Kuang Mueng Nan, Nan Province

Abstract

This study aimed to (1) examine the behavior of khantoke dining service users in the Kuang Mueang Nan area, Nan Province, and (2) investigate the relationship between personal factors and user behavior toward khantoke services in this area. A quantitative research design was employed. Data were collected from 400 tourists visiting Kuang Mueang Nan using a convenience sampling method. The research instrument was a structured questionnaire, which was validated for content validity and reliability. Statistical analyses included frequency, percentage, and chi-square tests to examine relationships between variables.

The findings revealed that the majority of respondents were female, aged between 21 and 30 years, held a bachelor’s degree, worked as company employees, and earned a monthly income of 15,001–20,000 THB. In terms of behavioral patterns, most respondents used khantoke services approximately twice per month, with an average expenditure of 301–500 THB per visit. The primary reason for choosing the service was the unique dining atmosphere, and the most preferred time for service usage was between 7:01 PM and 8:00 PM. Regarding the relationship between personal factors and user behavior, the results indicated that gender was significantly associated with the preferred time of service usage, while age was significantly related to the monthly expenditure on khantoke services. However, occupation and monthly income showed no statistically significant relationship with any aspects of service behavior, including frequency of use, expenditure, service selection, and time of use. These findings provide valuable insights for tourism stakeholders and service providers to develop targeted marketing strategies and enhance cultural tourism experiences in alignment with consumer behavior in the local context.