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NEO TOURISM AND SERVICE INNOVATION AFFECTING THE DECISION-MAKING OF TOURISTS IN CHOOSING THEIR TRAVEL |
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| รหัสดีโอไอ | |
| Creator | Kruefa NA WANNAWISET |
| Title | NEO TOURISM AND SERVICE INNOVATION AFFECTING THE DECISION-MAKING OF TOURISTS IN CHOOSING THEIR TRAVEL |
| Contributor | Watchara SINLAPASAWET, Chanyaphak LALAENG |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2566 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 6 |
| Journal No. | 2 |
| Page no. | 23-30 |
| Keyword | Neo Tourism, Service Innovation, Decision-Making in Choosing Travel |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/268543 |
| ISSN | 2730-3683 |
| Abstract | The objective of this research was to investigate the causal variables of neo tourism and service innovation affecting the decision-making of tourists in choosing their travel destinations. The study was conducted with Thai tourists who decided to travel in Chumphon Province, Thailand. The results of multiple regression analysis revealed that neo tourism, which consisted of nature seeking, hygieneaholic, and flexi needed dimensions, affected the decision-making of tourists with statistical significance. Three independent variables could jointly predict 50.5% of the variation in the dependent variable. Additionally, the service innovation, which consisted of information, process, technologies, and environment affected the decision-making of tourists with statistical significance. Four independent variable of service innovation could jointly predict 52.9% of the variation in the dependent variable. |
