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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1973

Title: A Study of Factors that influence to Tourist’s Intention to choose Non – Franchise Hotel in Samui Island
Authors: Apikwan Wangdan
Keywords: Non – franchising hotel
perceived price
word of mouth
perceived satisfaction of service quality
personality trait (openness)
decision making
Issue Date: 2016
Publisher: Bangkok University
Abstract: The objective research were (1) Study the influence of perceived price to customer decision making to choose non – franchising hotel in Samui Island. (2) Study the influence of personality trait (openness) to customer decision making to choose non – franchising hotel in Samui Island. (3) Study the influence of word of mouth to customer decision making to choose non – franchising hotel in Samui Island. (4) Study the influence of perceived satisfaction of service quality to customer decision making to choose non – franchising hotel in Samui Island. The variable in this research consisted of the following behaviour intention as the dependent variable. And in term of perceived price, personality trait (openness), word of mouth, and perceived satisfaction of service quality as the independent variable. The researcher used the quantitative method which involved empirical research. The instrument of research was a question to collect the data from 325 observation which is the tourist who stayed at non – franchising hotel in Samui Island. The statistic used in data analysis has shown with table, graph and explanation in each figure and table. The result found that the significant variable which P – value is < 0.05. The perceived price have a significant level at .000 which is < 0.05 of P – value, the word of mouth have a significant level at .035 which is < 0.05 of P – value, and perceived satisfaction of service quality have a significant level at .000 which is < 0.05 of P – value. So the result have summarize that: 1. Perceived price have influence to the customer decision making to choose non – franchising hotel in Samui Island. 2. Word of mouth have influence to the customer decision making to choose non – franchising hotel in Samui Island. 3. Perceived satisfaction of service quality have influence to the customer decision making to choose non – franchising hotel in Samui Island. Based on these finding, the researcher recommend which the tourist that stayed at non – franchising hotel in Samui Island. Focus on perceived price, word of mouth, perceived satisfaction of service quality, and personality trait (openness).
Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2016
Advisor(s): Ithi Tontyaporn
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1973
Appears in Collections:Independent Studies - Master

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