I would also like to thank all my colleagues for their support in distributing the questionnaire. Finally, I would like to thank my father and mother, who have supported me for a long time, gave me an idea and helped me distribute the questionnaire. The purpose of this study is to investigate what factors can influence tourists when choosing a resort in Chiang Rai, Thailand and understand tourist behavior in Thailand.
In this article, the researcher focused on the information of tourists who plan to travel to Chiang Rai, Thailand. This article relied on multiple linear regression analysis as tools to explore all hypotheses.
INTRODUCTION
Number of Tourists in Thailand
Number of Tourists in Chiangrai
- Problem Statement
- Research Objective
- Expected Benefit
- Research Questions
- Research Scope
- Understanding consumer motivation
- Framework Development
- Hypothesis summary
These will influence consumers to make a decision to rent the hotel (Lwin and Phau, 2013). H1: Design of the resort has a positive effect on tourists' influence factor to choose resort services in Chiangrai, Thailand. H2: ICT of the resort has a positive effect on tourists' influence factor to choose resort services in Chiangrai, Thailand.
H3: Resort location has a positive effect on tourists' influencing factor to choose resort services in Chiangrai, Thailand. H5: Resort advertising has a positive effect on tourists' influence factor to choose resort services in Chiangrai, Thailand. H6: Resort feedback has a positive effect on tourists' influence factor to choose resort services in Chiangrai, Thailand.
H7: Promotion of the resort has a positive effect on tourists' influence factor to choose the resort's services in Chiangrai, Thailand. H8: Reputation of the resort has a positive effect on tourists' influence factor to choose resort services in Chiangrai, Thailand.
METHODLOGY
Sample size
Questionnaire Designs
Screening Information is using nominal scale for three questions Part 2: General Information to be warm up question by using ordinal scale
Part 3: two mains section on specific information for understanding consumer behavior by using interval scales for 31 questions and use five point Likert
Demographic Information is using nominal scales for 5 questions
- Screening Questions
- General Questions
- Specific Questions Design
- Data Analysis
- Demographic Information
- ANOVA Analysis .1 Gender
- Marital Status
- Kids
- Income per month
- Additional
- Factor Analysis
- Multiple Regression Analysis
- Result of hypothesis testing Table 4.19 Hypotheses results
H1: Geography of resort has a positive effect on the tourist influencing factor to choose the resort services at Chiangrai, Thailand. H2: Value for money of resort has a positive effect on the tourist influencing factor to choose the resort services at Chiangrai, Thailand. H3: Advertisements of resort have a positive effect on the tourist influencing factor to choose the resort services at Chiangrai, Thailand.
H4: Resort ambivalence has a positive effect on the factor influencing tourists to choose resort services in Chiangrai, Thailand. H5: Resort design has a positive effect on the factor influencing tourists to choose the resort services in Chiangrai, Thailand. H6: The resort's ICT has a positive effect on the factor influencing tourists in choosing the resort services in Chiangrai, Thailand.
It meant that the model explained 38.4 percent of tourists' influence in choosing the resort services in Chiang Rai, Thailand. From Table 4.15, the result coefficients of six variables of tourists choosing behavior in terms of influence factor in choosing the resort in Chiang Rai were shown. There were two variables that had a positive relationship with the influencing factor of the tourists to choose the resort in Chiang Rai.
From Table 4.17, a summary of the two-variable model of tourists' choice behavior in terms of the influence factor to choose a resort in Chiang Rai is shown, which adjusted r square equal to 0.384. Which meant that geography and design had a significant impact on tourists when choosing resort services in Chiang Rai, Thailand. H1 Resort geography has a positive effect on tourists influencing resort service choices in Chiangrai, Thailand.
H2 Resort value for money has a positive effect on the influencing factor of tourists to choose resort services in Chiangrai, Thailand. H3 Resort advertising has a positive effect on the influencing factor of tourists to choose resort services in Chiangrai, Thailand. H4 Resort ambivalence has a positive effect on the factor influencing tourists to choose resort services in Chiangrai, Thailand.
H5 Resort design has a positive effect on the influencing factor of tourists to choose resort services in Chiangrai, Thailand. H6 Resort ICTs have a positive effect on the influencing factor of tourists to choose resort services in Chiangrai, Thailand.
CONCLUSIONS
- Discussions
- Recommendations
- Limitations
- Future Research
The results of the current research showed that design has a positive influence on tourists to choose a resort in Chaing Rai, Thailand. Thus, the resort owner and investor should focus on design as the main point of their resort. In addition, the design of the resort should be fashionable and the architecture of the resort should reflect the unique character of the resort.
Finally, given a positive relationship between the influence of tourists to choose the resort in Chiang Rai, Thailand. This research only focuses on finding the various factors that influence tourists to choose the resort in Chiang Rai, Thailand, but not deep in detail about this factor. For future research, the future researcher can study more deeply in both design and geography in terms of the location of the resort.
About the design the other researcher can find out what is the theme of the design that the tourists want from the resort in Chiang Rai. Next is location; The next researcher can find where is the place where tourists want to vacation in terms of tourism in Chiang Rai. Moreover, the future researcher can find the evidence of the relationship between genders and design, age and advertising, marital status and advertising and ambivalent and the last link is children and advertising.
At last, next researcher can find more documentation about environment, atmosphere, cleanliness, peaceful and tourist attraction that they really affect the customer's decision and how they affect. Chan Consumer complaint behavior of Asians and non-Asians about hotel services", European Journal of Marketing, Vol. John Elliott Nick Johns The Influence of International Tourism Trends on the Design of Leisure Resorts", International Journal of Contemporary Hospitality Management, Vol.
Michael Lwin Ian Phau Effective advertising appeals for websites of small boutique hotels", Journal of Research in Interactive Marketing, Vol. Sunil Sahadev Nazrul Islam Why hotels adopt ICTs: a study on the ICT adoption propensity of hotels in Thailand", International Journal of Contemporary Hospitality Management, Vol. Ziqiong Zhang Qiang Ye Rob Law Determinants of hotel room price", International Journal of Contemporary Hospitality Management, Vol.
