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THE DETERMINANTS OF PURCHASE INTENTION OF HOTEL SERVICES |
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| รหัสดีโอไอ | |
| Creator | Napassorn Plidtookpai |
| Title | THE DETERMINANTS OF PURCHASE INTENTION OF HOTEL SERVICES |
| Contributor | Chanin Yoopetch |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 3 |
| Page no. | 3-20 |
| Keyword | eWOM trustworthiness, information search behavior, purchase intention |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | In Thailand, tourism and hospitality industry significantly contributed to the growth Thai economy. With growing number of hotel developments, understanding the purchase intention of the customers can directly help the hotel executives to improve their service performance. This paper aims to explore the relationship of demographic factors, including other determinants, and purchase intention of hotel services in Thailand. The findings indicated that gender, income and age had impacts on the purchase intention. Therefore, the result of this study offers several business implications for hotel marketingdepartment to focus on the right social media channel and properly target to most relevant market segmentation. |
