THE STUDY OF CONTENT FORMAT INFLUENCING THE ACCOMMODATION SELECTION DECISION OF TOURISTS CASE STUDY CONSUMER IN BANGKOK

Abstract

The objectives of this research were 1) to study the demographic theory, behavioral science, satisfaction and demand for content format influencing the accommodation selection decision of tourists, 2) to study demographic factors, behavioral science factors, satisfaction and demand for content format influencing the accommodation selection decision of tourists, and 3) to propose the guidelines and suggestions to develop supporting content stimulating the accommodation selection decision of tourists. This study was a quantitative research. Data were collected by using questionnaires from the sample of 400 people. Data were analyzed by mean, percentage, standard deviation, t-test, One-way ANOVA and simple regression. The probability sampling was conducted through cluster sampling. Data were collected from the sample in Bangkok area, consisting of Ratchathewi District, Pathumwan District, Chatuchak District, Bang Kapi District, Taling Chan District and Phasi Charoen District.
The results of this research were as follows: 1) most of the sample were female (66.00%), those aged between 21-30 years (54.00%), single people (74.00%), earned average monthly income of less than 10,000 Baht (49.50 percent), graduated with a bachelor degree (60.50 percent), worked as students (56.00 percent). The results of testing hypothesis indicated that 1) the sample with different demographic factors, namely monthly income had different accommodation selection decision with a statistical significance level of 0.05, 2) the sample with different behavioral science factors had indifferent accommodation selection decision with a statistical significance level of 0.05, and 3) the sample’s satisfaction and demand for content format influenced accommodation selection decision with a statistical significance level of 0.05