The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand
The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand
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2019
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Bangkok : Assumption University
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eng
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15 pages
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AU-GSB e-JOURNAL 12, 2 (December 2019), 35-39
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Abstract
This study aimed to examine the factors influencing on purchase intention of
Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research
adopted descriptive research method which aimed to describe the target population and
variables. The researcher applied nonprobability sampling as a sampling technique and
collected the data through questionnaires with 400 respondents. The questionnaire were
implemented in English language collected from tourist who stay at hotel in the top three
rankings of hotel area in Bangkok (Pathum Wan district, Phra Nakhon district and Watthana
district). A statistical software was used to test the data. Variables are measured by a fivepoint Likert scale. The first two hypothesis were tested by Multiple Linear Regression and other
two hypothesis were tested by Independent sample t-test. Summary of the results, the findings
of the conceptual model revealed that eWOM affected loyalty and purchase intention as shown
in the results of hypothesis one and two.
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