The Analysis of Tourism Factors Influencing Decision-Making in Choosing Chao Phraya River Cruises
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Abstract
The purpose of this research was to find the tourism factors influencing the decision to use Chao Phraya River cruise services. The sample group consists of 390 Thai and international tourists with prior experience using these cruise services, selected from three piers: ICONSIAM, Asiatique, and River City. A questionnaire was used as the data collection tool, and the gathered data were categorized into new factor groups before being analyzed using Multiple Regression Analysis in Enter Form
The results were as follows: The factor of Accessibility and cruise experience (Beta = 0.597), Service expectation fulfillment (Beta = 0.596), Service standards to enhance the cruise experience
(Beta = 0.392), Onboard tourist services during the cruise (Beta = 0.176)
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