ปัจจัยที่ส่งผลต่อการตัดสินใจของนักท่องเที่ยวในการเลือกธุรกิจบริการให้เช่าที่พักแบบเศรษฐกิจแบ่งปัน บ้านมาเหนือ จังหวัดเชียงใหม่

Abstract

This research aims to study the factors influencing tourists' decisions to choose home-sharing accommodation services at Baan Ma Nua, Chiang Mai. The sample consists of 148 Thai and international tourists who have used the services of Baan Ma Nua, Chiang Mai. Data were collected using a questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics, specifically the Independent t-test, were used to test the significance level set at 0.05. The results indicate that the factors influencing tourists' decisions to choose home-sharing accommodation at Baan Ma Nua, Chiang Mai, include distribution channels and marketing promotion. Thai and international tourists exhibit significant differences in these factors at the 0.05 significance level. For Thai tourists, the key factors within distribution channels that influence their decision more than international tourists include the convenience of contacting Baan Ma Nua, Chiang Mai via platforms like Facebook, Line, and house-sharing platforms such as Airbnb. Within the marketing promotion factors, Thai tourists are more influenced than international tourists by discounts for repeat stays within one year, discounts for stays longer than seven days, local souvenir gifts, and additional travel trips.