FACTORS AFFECTING THE DECISION TO CHOOSE A HOMESTAY TOURIST DESTINATION IN PHU PHA MAN DISTRICT, KHON KAEN PROVINCE

Abstract

This research aims to: 1)study the service marketing factors influencing the decision to select homestay accommodations in tourist destinations in Phu Pha Man District, Khon Kaen Province, and 2)compare the factors affecting the decision to use homestay services in the same area. The research employs a quantitative research methodology. The sample consists of 244 individuals who have made decisions to choose homestay accommodations in Phu Pha Man District, selected through purposive sampling and quota sampling techniques.

The research instrument used is a questionnaire. Data analysis includes basic statistics such as frequency, percentage, and standard deviation, as well as inferential statistics using t-test and one-way analysis of variance (ANOVA). The Least Significant Difference (LSD) method was applied for post hoc comparisons.  This research aims to :

1. Study the service marketing factors influencing the decision to select

homestay accommodations in tourist destinations in Phu Pha Man District, Khon Kaen Province.

1. Compare the factors affecting the decision to use homestay services in

the same area. The study employs a quantitative research methodology. The sample consisted of 244 individuals who had decided to use homestay accommodations in Phu Pha Man District, selected using purposive sampling and quota sampling techniques.

The findings indicate that, overall, the service marketing factors influencing the decision to choose homestay accommodations were rated at the highest level. Specifically, the Product factor had the highest average score, followed by Price, with the Promotion factor having the lowest average score.  Regarding the factors affecting the decision to use homestay services, the highest average score was found for Service Quality, followed by Service and Response, while the lowest score was for the Decision to Select Homestay Accommodation.

The analysis of differences in service marketing factors based on gender, age, education, occupation, and income showed no significant differences. However, there was a statistically significant difference based on marital status at the 0.05 level.