SERVICE QUALITY EFFECTING TOURISTS’S DECISION MAKING PROCESS IN SELECTING HOMESTAY SERVICES, KO YO SUB-DISTRICT, MUEANG DISTRICT, SONGKHLA PROVINCE

Abstract

The purposes of this research were 1) to study the level of service quality perception of homestay business, Ko Yo sub-district, Mueang district, Songkhla Province and 2) to study the service quality effecting decision making process in selecting homestay services, Ko Yo sub-district, Mueang district, Songkhla province. Data were collected by using questionnaire from 400 tourists who came to use homestay services, Ko Yo sub-district, Mueang district, Songkhla province. The statistics used for data analysis were frequency, percentage, mean, standard deviation and multiple regression analysis. The results of the study found that homestay service quality in the overall and each aspect were all at a highest level. And considered in each aspect found that the service quality of assurance was at a highest level, followed by responsiveness, empathy, reliability and tangibility. In addition, the service quality of tangibility, reliability, responsiveness, assurance and empathy effected decision making process in selecting homestay services, Ko Yo sub-district, Mueang district, Songkhla province were statistically significant at the .05 level of significance. The multiple correlation coefficient (R) was 0.856 and the predictive power was at 72.90 percent (Adjusted R2=0.729). While, the service quality of tangibility had the most influence on the decision making process in selecting homestay services, followed by assurance, responsiveness, reliability and empathy.