The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand

Published date
2019
Resource type
Publisher
Bangkok : Assumption University
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
15 pages
Other title(s)
Advisor
Other Contributor(s)
Citation
AU-GSB e-JOURNAL 12, 2 (December 2019), 35-39
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
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.
Table of contents
Description
punsarn.dc.description.sponsorship
Spatial Coverage
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
Access rights
Rights holder(s)
Location
View External Resources