คุณค่าตามการรับรู้ผ่านประสบการณ์ของลูกค้าต่อธุรกิจฟาร์มสเตย์เกษตรอินทรีย์ในจังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to examine perceiving value through customer experiences in organic farm-stays in Chiang Mai, and to examine the differences in the perceived value of Thai customers based on demographic characteristics by gender, age and education. Collecting data by using Questionnaire. The population used in this research was 300 Thai people who stayed in an organic farm-stays in Chiang Mai province. The data were analyzed using descriptive statistics such as percentage, mean and standard deviation; the differences between groups were examined using inferential statistics such as t-test and One-Way ANOVA. The study found that most of the respondents were female, aged between 18-23 years old, were undergraduate students with a monthly income of less than 5,000 baht. Most of them stay on organic farm-stays for two days and visit at least six people. The respondents were found out about farm tourism on social media with the reason for experiencing nature and will stay overnight in a shared house, an exciting activity is a campfire. Most of the respondents thought that the food should be prepared with organic products from the farm. Also, there should be souvenirs made from organic farm products and organic products should be used for the stay. The study found that the respondents perceived value at a high level through their overall Experience. In addition, the value was perceived through a high level of experience for recognizing the value of Quality, Emotional response, Monetary price and Behavior price. In contrast, the perceived value of Reputation was moderate. According to a comparative analysis of differences in perceived value in each dimension based on gender, age, and education revealed that the respondents had no difference in their perception of value in each aspect as the factors of gender. However, regarding age, the respondents had different perceptions of value in three areas: 1. Emotional response, 2. Behavioral Price, and 3. Reputation. In addition, the respondents with a bachelor's degree or higher had the perceived value in each aspect higher than those of the postgraduate level in all five areas.