Factors Affecting Thai Tourists' Accommodation Selection Behavior New Normal Era Case Study Khamchanot Wangnakin Ban Dung District, Udon Thani Province

Abstract

The objectives of this research were 1) to study accommodation selection behavior of Thai tourists 2) to compare personal factors affecting accommodation selection behavior of Thai tourists 3) to study marketing mix factors. affecting the behavior of choosing accommodation services of Thai tourists. The sample consisted of 400 Thai tourists traveling to Kham Chanod Wang Nakin by using a questionnaire to collect data. The statistics used in the analysis were percentage, mean, standard deviation. T test Analysis of variance and multiple regression analysis. The results showed that 1. Behavior and experiences in choosing to use the accommodation of tourists. The objective is to come to Kham Chanot Wang Nakin to pay respect to the sacred things. Join in traveling with friends in a private car. Find information on choosing accommodation services from the website/Facebook/Social media. Length of stay 1-2 days and average cost of stay / night 501-700 baht. 2. Comparison of average differences in accommodation choice behavior of tourists classified by gender and average income/month found that different gender and average income/month had an effect on tourists' accommodation selection behavior. no different statistically significant at the 0.05 level 3. The multiple regression analysis revealed that The five independent variables together explained the variance in the accommodation selection behavior of Thai tourists in the New Normal era, a case study of Khamchanod Wangnakin, Ban Dung District, Udon Thani Province by 88.0%. The equation can be written as follows: Y=2.130+(0.420X7)+(0.315X2)+(0.241X6)+(0.163X4)+(0.111 X5)