A Study of Servicescape and Component of Tourism Attractions Affecting the Intention to Stay in Accommodation in Nakhon Sawan Province
Article Sidebar
Main Article Content
Abstract
The purposes of this research were (1) to study the differences in the intention to stay in accommodation in Nakhon Sawan province as classified by demographic factors (2) to study how servicescape affects the intention to stay in accommodation in Nakhon Sawan province, and (3) to study the components of tourism attractions affecting the intention to stay in accommodation in Nakhon Sawan province. The sample group of this research consisted of 200 participants who had never stayed in accommodation in Nakhon Sawan province. This research was a Quantitative Research using a questionnaire as a data collection instrument. Data collection and analysis involved using statistics to indicate percentage, mean, standard deviation, t – test, One – Way ANOVA and multiple regression analysis.
The results indicated that the majority of participants were female between 18 – 30 years old and 41 -50 years old with diploma/bachelor’s degree working in private companies and earning 15,001 – 30,000 baht monthly income on average. The first hypothesis test illustrated that there was only one demographic factor, which is occupation that influenced the intention of staying in accommodation in Nakhon Sawan province. For other hypotheses, servicescape including sign symbols and artifacts, and the tourism attractions including activities affected the intention to stay in accommodation in Nakhon Sawan province at a statistically significant level of 0.05.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71.
Chuaybumrung, T. (2008). Annual of International Thai Tourism Journal (2551). Bangkok: Thailand Tourism Development Research Institute
Jaikleaw, K. (2018). Trip Quality and Destination Image Factors Affecting Satisfaction and Behavioral Intention of Thai Tourists Travelling in Thailand, Bangkok University. Retrieved 10 August 2021, from http://dspace.bu.ac.th/bitstream/123456789/3075/3/kotchaphan_jaik.pdf.
Katesuwan, S. (2020). Components of Tourist Destination Affecting Cultural Tourism Behavior of European Tourists in Thailand, Srinakharinwirot University. Retrieved 01 November 2021, from http://ir-ithesis.swu.ac.th/dspace/bitstream/123456789/928/1/ gs611130278.pdf.
Ministry of Tourism & Sports. (2022). Tourist Statistic. Retrieved 23 July 2021, from https://www.mots.go.th/more_news_new.php?cid=411.
National Statistical Office of Thailand. (2020). General information about Nakorn Sawan Province. Retrieved 19 August 2021, from http://nksawan.nso.go.th/index.php?option=com_content&view=article&id=105&Itemid=587.
National Statistical Office of Thailand. (2022). Number of Population from Registration by Age Group, Region and Province: 2012 – 2021. Retrieved 2 July 2022, from http://statbbi.nso.go.th/staticreport/page/sector/en/01.aspx.
Praditrod, C. (2014). Components of Tourist Attractions and Tourism Motivation Affecting to Working People’s Decision Making to Travelling in Vicinity Areas. Retrieved 9 August 2021, from http://dspace.bu.ac.th/bitstream/123456789/1969/1/chitaworn_prad.pdf.
Satavetin, P. (1998). Principles of Communication Arts (13th ed.). Bangkok: Chulalongkorn University Press.
Siu, N. Y. M., Wan, P. Y. K., & Dong, P. (2012). The impact of the servicescape on the desire to stay in convention and exhibition centers: The case of Macao. International Journal of Hospitality Management, 31(1), 236-246.
Techawatcharamongkol, C. (2016). Behavior of Decision-Making in-Service Selection of Five-star Hotel in Hua Hin, Prachuap Khiri Khan Province, Bangkok University. Retrieved 18 November 2021 from http://dspace.bu.ac.th/bitstream/123456789/2241/1/chonticha_tech.pdf.
Unapamnak, K. (2016). The Study of Servicescape on Customer Loyalty for Shopping Center in Bangkok, Thammasat University. Retrieved 12 August 2021 from http://dspace. bu.ac.th/bitstream/123456789/3075/3/kotchaphan_jaik.pdf.
Watcharapreeda, Ngamsutthi and Sirisom. (2013). The Effects of Servicescapes on Emotional Responses and Service Quality Perception of Overseas Customer Receiving Service at Boutique Hotels in the Mueanh District Area, Chiang Mai Province. Nakhon Phanom University Journal. Volume 3 (No.2), Page 108 – 114.