การเลือกใช้บริการห้องพักผ่าน Agency ในแบบ Sharing Economy ของนักท่องเที่ยวไทยที่เดินทางไปยังต่างประเทศ

Abstract

The objectives of this research aimed to 1) compare the differences between the demographic factor and the decision-making on sharing economy accommodation through an agency. 2) Study the marketing mix strategy of websites that influence the decision making on the sharing economy accommodation through an agency. And 3) investigate the overseas travel behavior of Thai tourists' accommodation reservations through an agency associated with sharing economy accommodation reservation through an agency. Samples were 400 Thai tourists that travel overseas and reserved sharing economy accommodation through an agency in the past six months. The statistic tools were frequency, percentage, mean, standard deviation, t-test, and F-test with One-Way ANOVA, multiple regression analysis, and Chi-Square. The finding revealed that the differences of demographic factors such as age, marital status, average monthly income, and career influenced the level of decision making over the sharing economy accommodation through an agency as the statistically significant level at .05. Moreover, the marketing mix strategy played a role of 52.3% in attracting the decision making over the sharing economy accommodation through an agency as the statistically significant level at .05. The variable factors which able to statistically significantly forecast were pricing factor, place, promotion, product, and people. Also, the oversea travel behavior of Thai tourists such as traveling companion, motive over the decision, price of the accommodation, the frequency of reserving the accommodation, the purpose of the reservation, period of reservation, and reserving consideration factor correlated to the decision making on the sharing economy accommodation through an agency as the statistically significant level at 0.05.