ปัจจัยที่ส่งผลต่อการตัดสินใจของนักท่องเที่ยวชาวไทยในการเลือกที่พักแบบโฮมสเตย์ในอำเภอเชียงคาน จังหวัดเลย

Abstract

This research aimed to study the factors influencing Thai tourists' decision-making when choosing a homestay in Chiang Khan District, Loei Province. Data were collected using questionnaires from a sample of 400 Thai tourists who planned to stay in homestays in Chiang Khan District, Loei Province. The data were analyzed using percentage, frequency, mean, and standard deviation. The research results found that most of the sample were women, aged between 18 and 27 years old, and single. Concerning education level, most had a bachelor's degree or equivalent. The majority were students, and their average monthly income was below 10,000 baht. Considering the internal factors the internal factors affecting decision-making, the study found that demand and motivation had the most significant impact on Thai tourists' decision-making, followed by values and lifestyle, learning, and perception, respectively. As for external factors, culture had the most significant impact on decision-making, followed by family, reference groups, and social class, respectively. The results of this study suggested that homestays could use these findings to develop strategies or services that catered to the needs of their target tourist groups.