http://dspace.bu.ac.th/jspui/handle/123456789/305 การศึกษาค้นคว้าอิสระ 2026-08-06T15:18:29Z http://dspace.bu.ac.th/jspui/handle/123456789/5957 Title: KEYS FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS LUXURY HOTELS IN KUNMING CITY CHINA Authors: Xiong Lei Abstract: The research aims to applied mix method to explore the main factors that affect positively customer satisfaction in the hospitality industry. The research method used in this study were the quantitative and qualitative method. The data from in-depth interviews are analyzed through various steps involving the content analysis. For quantitative method, data collections were carried out by distributed online questionnaires among hotel customers in the luxury hotels to collect primary data. The analysis shows that none of the demographic factors (gender, age, education level, work/employment status, marital status, and monthly income) have a significant influence on customer satisfaction towards luxury hotels in Kunming. And the hypothesis testing results indicate that tangibility, responsiveness, assurance, and empathy significantly influence customer satisfaction towards luxury hotels in Kunming. However, reliability does not have a significant impact on customer satisfaction. Description: Independent Study (HTIM)--Graduate School, Bangkok University, 2025 2025-04-25T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5731 Title: ปัจจัยที่มีผลต่อการตัดสินใจเลือกใช้แอปพลิเคชัน Airbnb ในการจองที่พัก ในประเทศไทยของนักท่องเที่ยวชาวจีน Authors: ฟู่ เจียอี้ Abstract: การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาปัจจัยที่มีอิทธิพลต่อการตัดสินใจเลือกใช้แอปพลิเคชัน Airbnb ในการจองที่พักในประเทศไทยของนักท่องเที่ยวชาวจีน และวิเคราะห์อิทธิพลของปัจจัยเหล่านั้นที่ส่งผลต่อการตัดสินใจเลือกใช้แอปพลิเคชัน Airbnb ข้อมูลถูกเก็บรวบรวมโดยแบบสอบถามออนไลน์จากนักท่องเที่ยวชาวจีนจำนวน 380 คน และวิเคราะห์ข้อมูลด้วยการทดสอบสถิติ T-test One-way Anova และการวิเคราะห์ค่าสัมประสิทธิ์สัมพันธ์ ผลการวิเคราะห์พบว่า ปัจจัยส่วนบุคคล เช่น เพศ อายุ ระดับการศึกษา และรายได้ต่อเดือนไม่มีอิทธิพลต่อการตัดสินใจเลือกใช้แอปพลิเคชัน Airbnb ในขณะที่ปัจจัยด้านความน่าเชื่อถือ ความพึงพอใจ และความคุ้มค่า ถูกพบว่ามีอิทธิพลต่อนักท่องเที่ยวชาวจีนในการเลือกใช้แอปพลิเคชัน Airbnb เพื่อจองห้องพักในประเทศไทย ดังนั้นการปรับปรุงระบบเพื่อให้นักท่องเที่ยวชาวจีนตัดสินใจเลือกใช้แอปพลิเคชัน Airbnb ในการจองที่พักในประเทศไทยจึงจำเป็นต้องให้ความสำคัญกับการพัฒนาในปัจจัยดังกล่าว; This research aims to study the factors that influence Chinese tourists' decision to use the Airbnb application to book accommodations in Thailand and analyze the influence of these factors affecting Chinese tourists' decision to use the Airbnb application. The data were collected by the online questionnaire from 380 Chinese tourists and analyzed using T-test, One-way Anova, and correlation coefficient. The results found that personal factors such as gender, age, education level, and monthly income had no influence on the decision to use the Airbnb application, while reliability, satisfaction, and value factors were found to have an influence on Chinese tourist decision to use Airbnb application for booking accomodations in Thailand. Therefore, improving the system to facilitate Chinese tourist deciding to use the Airbnb application for booking accommodations in Thailand, it is necessary to focus on the development in such factors. Description: การค้นคว้าอิสระ (ศศ.ม.)--สาขาวิชาการจัดการอุตสาหกรรมการบริการและการท่องเที่ยว บัณฑิตวิทยาลัย มหาวิทยาลัยกรุงเทพ, 2566 2567-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5657 Title: Factors Influencing Satisfaction of Chinese Tourists Traveling in Thailand in the New Era Authors: Kexin Wang Abstract: This independent study aims to investigate the influence of Chinese tourists' personal data, tourist behaviour and information sources on Chinese tourists' satisfaction with travel in Thailand. This study used a questionnaire to collect primary data. The sample size was 279 Chinese tourists who were about to complete their tour in Thailand. The results found that most of them were female, aged between 20-30 years old, were undergraduate graduates, with a monthly income between 3,000 and 5,000 CNY, and most of the respondents were visiting Thailand for the first time with the main purpose of leisure travelling. The results show that there is no differences between the personal demographic whereas the tourist behaviour and the source of information have an influences on the satisfaction of Chinese tourists while traveling in Thailand such as travel time, transportation, intention to revisit. Description: Independent Study(M.A)--Arts in Innovative Tourism and Hospitality Management, Graduate School, Bangkok University, 2024 2024-03-08T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5639 Title: Chinese tourists' satisfaction towards shopping service in Bangkok, Thailand Authors: Yan Liu Abstract: This study aims to investigate the factors influenced Chinese tourist’s shopping satisfaction in Thailand, which including price advantage, brand image, service quality, product quality and promotion activities. The research was conducted via online questionnaire with 335 Chinese respondents who had traveled to Thailand. Statistics analysis were presented through percentage, mean, and standard deviation. And correlation analysis was used in identifying the relationship between independent and dependent variables. The results reveal that most of the respondents were female with 21-30 years old, lower than bachelor’s degree, gained less than 3,000 Yuan per-month and were mostly students. According to shopping behavior, most of them spent around 1,001-5,000 Yuan on shopping and chose to go to shopping malls for consumption and purchased the product because of the quality of local products. They also purchased international products, and were attracted by advertising via social media. The analysis of the shopping satisfaction of Chinese tourists in Bangkok, Thailand was conducted in the form of mean and standard deviation. The results showed that most of the respondents are satisfied with shopping in Bangkok. Most of respondents were satisfied with price discount(3.93) while in part of price advantage. In the brand image section, respondents are satisfied with the shopping malls environment (3.88) and the richness of shopping malls products (3.88). Regarding service quality, most of respondents were satisfied with malls providing Chinese signage (3.95). In terms of product quality, respondents feel satisfied when they buy products with good materials (3.90) and good quality (3.90). Most of the respondents are satisfied with the samples given by the shopping malls (3.95) while in part of promotion activity. The results show that the hypotheses proposed by this study about the five factors related to Chinese tourists' shopping satisfaction in shopping malls in Bangkok were all accepted (P<0.05). Based on the research results, this article puts forward corresponding suggestions for the further development of tourism products in Bangkok shopping malls. To this end, we should do the following four aspects: first, locate consumer groups and understand shopping motivations; second, establish brand effects and strive to improve corporate culture; third, improve shopping mall supporting services and improve service quality; finally, optimize marketing mix strategies, stimulate tourists' shopping motivation. Description: Independent Study(M.A)-Arts in Innovative Tourism and Hospitality Management,Graduate School, Bangkok University ,2024 2024-03-02T00:00:00Z