ปัจจัยที่มีผลต่อนักท่องเที่ยวชาวไทยในการเลือกที่พักในสาธารณรัฐประชาธิปไตยประชาชนลาว

Abstract

This study aims to investigate the factors influencing Thai tourists' decisions when choosing accommodations in the Lao People's Democratic Republic (Lao PDR). The population consists of Thai tourists who are either interested in or have previously traveled to Lao PDR. The sample size was determined using Cochran's formula, with a 95% confidence level and a 5% margin of error, resulting in 385 respondents. Convenience sampling was employed, and data were collected using a questionnaire. Data analysis utilized descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (t-test and F-test (ANOVA)) to compare factors across different groups of respondents. The results indicate that the factors influencing accommodation choices, ranked from highest to lowest, are: personnel, service process, price, and physical presentation, all of which have a significant impact. Product, distribution channels, and marketing promotion also significantly influence accommodation choices. Tourists who have not visited Lao PDR but are interested in traveling there have different preferences compared to those with prior experience, particularly in wanting guided tour services and emphasizing the importance of staff care. Thai tourists expect to experience "friendliness and kindness of Lao people." Personal factors affecting accommodation choices include gender, age, marital status, occupation, and average monthly income. Consequently, accommodation providers should align these factors with tourists' priorities and prepare for investment in Lao PDR to ensure efficient business operations.