INNOVATION AND SERVICE MARKETING MIX AFFECTING DECISION MAKING TO USE HOMESTAY SERVICES IN LIUZHOU CITY, GUANGXI PROVINCE, CHINA
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Abstract
The study aims to: 1) examine opinions regarding innovation, service marketing mix, and the decision to use homestay services in Liuzhou City, Guangxi Province, China, and 2) investigate the factors of innovation and service marketing mix that influence the decision to use homestay services in Liuzhou City, Guangxi Province, China. The sample consists of 385 tourists who have previously used homestay services in Liuzhou City, Guangxi Province, China. The research employed a survey method, with a questionnaire as the research instrument. The data were analyzed using descriptive statistics such as percentages, mean values, and standard deviation, as well as inferential statistics for multiple regression analysis using the Enter method.
The findings of the study revealed that: 1) opinions regarding innovation had the most significant impact on the decision to use homestay services in Liuzhou City, Guangxi Province, China, followed by the service marketing mix, which also had a significant impact at a high level, and 2) the multiple regression analysis results showed that innovation had a statistically significant effect on the decision to use homestay services in Liuzhou City, Guangxi Province, China, at the .05 level, as did the service marketing mix, which also had a statistically significant effect on the decision to use homestay services in Liuzhou City, Guangxi Province, China, at the .05 level.
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