Perceptions of Health and Intention to Avail Cremation Services Within Urban and Rural Communities: A Comparative Case Study of Bangkok and Chachoengsao Provinces

Abstract

      The primary objectives of this study are as follows: 1) to examine the correlation between demographic perspectives and health outlooks among urban and rural communities; 2) to analyze the factors influencing their intentions towards utilizing funeral business services; 3) to provide recommendations and principles for the development of funeral businesses.

To achieve these goals, a mixed methods research design is employed, integrating both qualitative and quantitative approaches. The quantitative aspect involves a questionnaire survey administered to a sample of 800 individuals residing in both Bangkok and Chachoengsao provinces. This survey aims to empirically test a theoretical model concerning urban and rural individuals' perceptions of health preparations. Additionally, the qualitative component involves conducting interviews with five funeral business owners to gain insights into their past and current business operations and performances. By combining the findings from both quantitative and qualitative research, this study aims to identify factors that can effectively guide the growth and development of funeral businesses.

The study's results indicate that demographic perspectives significantly influence the health perceptions of urban and rural individuals. Specifically, individuals from Bangkok exhibit higher psychological perceptions and stronger intentions to engage with funeral business services. These research findings hold substantial implications for funeral businesses in formulating marketing strategies and strategic guidelines to foster growth.