Influences of Product, Location, and Physical Evidence in Overnight Thai Tourists’ Decision Making on Accommodations in Klaeng District, Rayong Province
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Abstract
The objective of this research is to study the influence of products, the location and physical evidence in overnight Thai tourists’ decision-making on accommodation, for a case study of Klaeng District, Rayong Province. The sample size was determined by G*Power 3.1.9.2 program, using convenience sampling method with infinite population. The specific population group was 150 Thai tourists, who had stayed overnight in Klaeng District, and used the services of a hotel or resort at least once. The research instrument was a closed-ended questionnaire. The statistics used for the data analysis involved percentage, mean, standard deviation, and multiple regression analysis. The results showed that the location and physical evidence could explain the factors affecting the overnight Thai tourists’ decision-making on the accommodation. However, the influence of the products could not explain the factor affecting the overnight Thai tourists’ decision-making on the accommodation. The results of this research suggest that entrepreneurs should prioritize distinctive accommodation decoration compared to their competitors and emphasize the location's convenience and safety in promotional endeavors.
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