THE CAUSAL FACTORS INFLUENCING INTENTION TO USE SERVICES THROUGH TOURIST PARTICIPATION OF AGRO-TOURISM BUSINESS IN SPECIAL TOURISM AREA OF NAN PROVINCE

Abstract

The objectives of this research article were to investigate the influence of attitudes on participation on intention to use services in the agro - tourism business. This study was a quantitative research. The population consisted of tourists in the Nan Province Special Tourism Area. The samples of this study were selected based on the sample size criteria (Hair, et.al. (2010)) by determining the sample size used in the analysis at least 20 times per 1 observed variable. There were 11 observable variables in this paper. The ideal sample size should be at least 220 samples, which was the minimum that could be analyzed by structural equation modelling technique. In this regard, the researcher has sent a questionnaire to tourists who have used the service of agro - tourism business. The sample responded to 462 copies of the questionnaires. The results of the analysis of the measurement model, the harmonious index of the model of the influence of participation attitudes on the intention to use the service in the agro - tourism business in the provincial special tourism area was found that there was consistency between the model and the empirical data: the Chi-Square was 27.825, the degree of freedom was 32, the p-value was 0.678, the relative          chi - square was 0.87, the CFI index was 1.00, the GFI index was 0.99, and the index was 0.99, AGFI was 0.98, RMSEA was 0.000, and CN was 766. Therefore, it is concluded that the results of the study will help to clarify the relationship between attitudes, participation, and intention to use the services in the context of agro - tourism business organizations in the special tourism area of Nan Province.