Main Article Content
The purpose of this research was to analyze the factors of tourist behavior on the zero moments of truth (ZMOT) before their decision making of homestay reservation in the south of Thailand. The sampling of this research was a convenience selection of 343 homestay tourists. The research tool was a questionnaire of searching and selecting behavior before their decision making of homestay reservation with .9194 of reliability coefficients. The exploratory factor analysis was used for this research.
The results revealed that there are six factors of tourist behavior as follows factor 1 the supporting of homestay tourists decision making, included eleven behaviors; factor 2 searching for the master data, included seven behaviors; factor 3 searching for confirmation, included four behaviors; factor 4 selection for information quality, including three behaviors; factor 5 direct conversation, included two behaviors; and factor 6 hearing recommendations and word of mouth, included two factors. By means of those six factors can be described as the zero moments of truth before their decision making of homestay reservation 37.32%, 9.88%, 8.35%, 5.23%, 4.94%, and 4.29% respectively.
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