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Abstract

The study about Chinese tourists' perceived value from 4-stars-and-above hotels' service in Chiangmai province Thailand have its objectives (1) to evaluate perception level on Chinese tourists' perceived value from 4-stars-and-above hotels' service in Chiangmai province Thailand (2) to conduct the comparative study on Chinese tourists' perceived value from 4-stars-and-above hotels' service in Chiangmai province Thailand. Data set for analysis were obtained from 400 questionnaires. Meanwhile, the statistics used in this study for data analysis are frequency distribution, percentage, Mean, and inferential statistics of t-test, F-test (One-way ANOVA), and multiple regression analysis. The result of this study has shown that most of respondents chose to stay at a 5-star hotel, more than half of them were female, younger than 30 years old, graduated bachelor degree, have income in the range of 7,001 - 9,000 Chinese Yuan, purpose of traveling for go on vacation by booking a hotel through a travel agency and know the hotel from the internet. The results of the study on the level on Chinese tourists' perceived value from 4-stars-and- above hotels' service in Chiangmai province, on 5 elements found that the overall score was agreeable level in every element. As for the satisfaction from using 4-stars-and-above hotels' service in Chiangmai province, overall there is a high level of satisfaction. It was also found that the intention to use the service in the whole is also at a high level. On one hand, the analysis of personal data that influences the perception level on Chinese tourists' perceived value from 4-stars-and-above hotels' service in Chiangmai, the results of comparisons by personal factors revealed that age, income, purpose of travel, booking method, and information sources known to hotel, there was a statistically significant difference level at 0.05. The gender factor and education was not presented at the statistical significant level at 0.05. the statistical hypothesis testing multiple regression analysis, relationship between Chinese tourists' perceived value and satisfaction from 4-stars-and-above hotels' service in Chiangmai province at .05 significance level, the results show significant influence of Functional Value =. 045) and Epistemic Value (p = .007). As relationship between Chinese tourists' perceived value and intention to use the service in 4-stars-and-above hotels at .05 significance level, the results show significant influence of Functional Value (p = .019) and Social Value ( p = .005).