Factors Affecting Behavior of Choosing Accommodation in PhuRuea District, Loei Province of Thai touristsin New Normal Era

Abstract

The objectives of this research were 1) to study the behavior of choosing accommodation in PhuRuea District 2) to compare personal factors classified by sex, age, status, occupation and monthly income. 3) to study which marketing mix factors affect the decision of tourists to choose accommodation in PhuRuea District, Loei Province of Thai tourists in the New Normal era. The sample group is 400 Thai tourists traveling to PhuRuea District using a questionnaire to collect information. The statistics used in the analysis were percentage, mean, standard deviation t-test of one way analysis of variance according to the Scheffe’ s method and multiple regression analysis. The results of the research revealed that 1. The behavior of choosing accommodation in tourism received in the New Normal era found that the tourists' behavior in using the service changed from the service of the accommodation Body temperature is checked Record the history of service providers and service recipients or tourists. Wear a mask and gloves at all times. Provide a place to wash your hands and an alcohol service point have a waste management system and sanitary waste Keep a distance of at least 1 meter between people, clearly define the lines of service and increase the frequency of cleaning and change the payment by cash to a money transfer system, PromptPay, eWallet, etc. Analysis of the decision to use accommodation in PhuRuea District, Loei Province of Thai tourists in the New Normal era revealed that the tourists decided to use accommodation taking into account planning ahead first with safety first Careful tourism and technology build confidence respectively. 2. Comparison of differences in accommodation selection behavior in PhuRuea District, Loei Province of Thai tourists in the New Normal era, classified by gender, occupation and overall status were different with statistical significance at the .05 level and comparing the differences in service selection behaviors classified by age. The level of education and overall income were not different. 3. Multiple regression analysis found that The 7 independent variables together explained the factors affecting the behavior of choosing accommodation in PhuRuea District, Loei Province of Thai tourists in the New Normal era at 91.20% with statistical significance at the 0.05 level. The regression equation is as follows.

           Y = 0.421+ (0.365X₂) + (0.286X₄) + (0.267X₁) + (0.263X₃) + (0.165X₅) +

                (0.137X₇) + (0.113 X₆)