STRATEGIC FACTORS INFLUENCING FUTURE DECISION -MAKING BEHAVIOR OF TOURISTS WITH PRIOR EXPERIENCE OF HOTEL SERVICES AND RESTAURANTS IN THE EASTERN ECONOMIC CORRIDOR (EEC)
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Abstract
The objectives of this research were 1) to study future decision-making behavior of tourists with prior experience to use the service of hotels and restaurants, 2) to study strategic factors influencing future decision-making behavior of tourists with prior experience to use the service of hotels and restaurants, and 3) to study the influence of strategic factors on future decision-making behavior of tourists with prior experience to use the service of hotels and restaurants. The sample was 400 Thai tourists. A questionnaire was used as a research instrument for data collection. The analytic results of the overall consistency index of the adjusted model indicated that the model was consistent with empirical data and all eight consistency indices met the acceptable criteria with the following parameters: χ2=95.47, df=86, relative χ2=1.11, p=0.227, CFI=1.00, GFI=0.98, AGFI=0.95, RMSEA=0.017, SRMR=0.027. Furthermore, the results revealed that customer relationship management (CRS) and corporate (hotel) image had the statistically significant influence on future decision-making behavior. Service quality of restaurant and social media influencers had the statistically insignificant influence on future decision-making behavior.
For qualitative research, data were collected from in-depth interview with 15 hotel and restaurant business operators in Chachoengsao, Chonburi and Rayong. The sample was selected based on a purposive sampling. The findings would be beneficial as the guidelines to develop business strategies, and prepare manpower and budget for service staff training, promote customer relationship management and social media marketing for hotel and restaurant entrepreneurs.
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