NEO TOURISM AND SERVICE INNOVATION AFFECTING THE DECISION-MAKING OF TOURISTS IN CHOOSING THEIR TRAVEL

Authors

  • Kruefa NA WANNAWISET King Mongkut’s Institute of Technology Ladkrabang Prince of Chumphon Campus, Thailand
  • Watchara SINLAPASAWET King Mongkut’s Institute of Technology Ladkrabang Prince of Chumphon Campus, Thailand
  • Chanyaphak LALAENG King Mongkut’s Institute of Technology Ladkrabang Prince of Chumphon Campus, Thailand

DOI:

https://doi.org/10.14456/aamr.2023.15

Keywords:

Neo Tourism, Service Innovation, Decision-Making in Choosing Travel

Abstract

The objective of this research was to investigate the causal variables of neo tourism and service innovation affecting the decision-making of tourists in choosing their travel destinations. The study was conducted with Thai tourists who decided to travel in Chumphon Province, Thailand. The results of multiple regression analysis revealed that neo tourism, which consisted of nature seeking, hygieneaholic, and flexi needed dimensions, affected the decision-making of tourists with statistical significance. Three independent variables could jointly predict 50.5% of the variation in the dependent variable. Additionally, the service innovation, which consisted of information, process, technologies, and environment affected the decision-making of tourists with statistical significance. Four independent variable of service innovation could jointly predict 52.9% of the variation in the dependent variable.

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Published

2023-11-01

How to Cite

NA WANNAWISET, K., SINLAPASAWET, W., & LALAENG, C. (2023). NEO TOURISM AND SERVICE INNOVATION AFFECTING THE DECISION-MAKING OF TOURISTS IN CHOOSING THEIR TRAVEL. Asian Administration and Management Review, 6(2), 23–30. https://doi.org/10.14456/aamr.2023.15

Issue

Vol. 6 No. 2 (2023): Asian Administration and Management Review

Section

Articles

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