The Relationship Between Eco-Friendly Tourist Behavior and Satisfaction with Homestay Services in Pathum Thani Province

Abstract

Background and Objectives: Current tourism trends have placed increasing emphasis on sustainability and environmental responsibility, particularly in the aftermath of the COVID-19 pandemic. Tourists have increasingly tended to choose activities that bring them closer to nature, prioritize safety, and take environmental impacts into consideration. At the same time, homestay tourism plays an important role in connecting tourists with local communities, ways of life, and local resources. Pathum Thani, a province within the Bangkok Metropolitan Region, possesses diverse community resources and local cultural assets, as well as homestays capable of accommodating tourists. Nevertheless, limited knowledge exists regarding the relationship between eco-friendly tourist behavior and satisfaction with homestay  services within this particular context. Accordingly, this study aimed to: (1) examine  tourists’ eco-friendly behavior; (2) assess tourists’ satisfaction with homestay services; and (3) analyze the relationship between eco-friendly tourist behavior and satisfaction with homestay services in Pathum Thani Province.
Methods: This study employed a quantitative research design. The sample consisted of 385 tourists who had previously stayed at homestays in Pathum Thani Province. The sample size was determined using Cochran’s formula for an unknown population, and convenience sampling was employed. Eligible participants were tourists who had stayed at a homestay in Pathum Thani Province at least once within the previous two years. Data were collected using a questionnaire covering eco-friendly tourist behavior based on the 7 Greens concept and tourist satisfaction based on the 5A tourism components. Content validity was assessed by three experts, yielding Index of Item-Objective Congruence (IOC) values ranging from 0.67 to 1.00. The questionnaire demonstrated high internal consistency, with a Cronbach’s alpha coefficient of 0.89. Data were analyzed using descriptive statistics and Pearson’s correlation coefficient, with statistical significance set at the .01 level.
Results: The findings revealed that overall eco-friendly tourist behavior was at a high level (X̄ = 3.987, S.D. = 0.562). Green Heart had the highest mean score (X̄ = 4.417, S.D. = 0.577), followed by Green Activity (X̄ = 4.237, S.D. = 0.641) and Green Attraction (X̄ = 4.233, S.D. = 0.520). Overall satisfaction with homestay services was also at a high level (X̄ = 4.011, S.D. = 0.640), with Accommodation recording the highest mean score (X̄ = 4.319, S.D. = 0.543), followed by Activities (X̄ = 4.279, S.D. = 0.583). The correlation analysis showed that eco-friendly tourist behavior was positively associated with several dimensions of satisfaction with homestay services at the .01 significance level. In particular, Green Activity had a very strong positive relationship with satisfaction with Activities (r = .861), while Green Attraction had a very strong positive relationship with satisfaction with Accommodation (r = .845). Green Heart was also strongly and positively associated with satisfaction with Accommodation (r = .781).
Applications: The findings can provide practical guidance for homestay operators, local communities, and tourism-related organizations in developing services that correspond with the preferences and behavior of environmentally conscious tourists. Particular attention should be given to designing green tourism activities that encourage tourists to participate in local ways of life, community learning, and environmental conservation activities. These initiatives should be accompanied by improvements in accommodation practices, particularly in the effective management of energy, natural resources, and waste. Furthermore, the 7 Greens concept can serve as a practical framework for improving service quality and strengthening sustainability oriented marketing communication among homestay operators.
Conclusion: The study demonstrates that eco-friendly tourist behavior is positively associated with satisfaction with homestay services in Pathum Thani Province, particularly in relation to tourism activities, accommodation, and environmental awareness. Integrating green tourism principles into the design of homestay activities and services therefore has the potential to respond more effectively to tourists’ expectations while supporting the sustainable development of homestay tourism.