Eco-tourism has recently become more popular
worldwide. Thailand’s tourism, which is one of
the most important sectors of the Thai economy
with highest earning of foreign currencies, has
thus embraced this trend by promoting homestay
service. However, homestay service is commonly
known to be unreliable and often fails to meet
tourists’ expectations, possibly causing unstable
business performance. Understanding tourists’
behaviour could provide insightful information and
help improving and assuring their performance.
Therefore, the purpose of this study is to
investigate the basic needs of travellers and the
behaviour of Thai and foreign tourists visiting
homestay in Thailand. The analysis is based on
the questionnaire conducted among those two
groups of tourists. In order to address this question,
various statistical tests and pair wise comparison
between the behaviour of both groups are
employed and discussed. The study finds that both
Thai and foreign tourists rank safety and security
as the most influential factor for their decision to
visit homestay. On the other hand, foreign tourists
tend to ignore the price issue while local tourists
overlook the information access issue. When the
actual level of tourists’ satisfaction with homestay
is analysed, it can be seen that for Thai tourists,
persons with age between 21-41, graduate from
college or university, with middle income, tend
to be more satisfied with homestay visit. As for
foreign tourists, safety and security, and their firsttime
experience with homestay influence their
satisfaction level. The investigation of Thai and
foreign tourists’ behaviour in homestay could well
provide information for entrepreneurs to properly
respond to tourists’ increasing and changing
demand
Eco-tourism has recently become more popularworldwide. Thailand’s tourism, which is one ofthe most important sectors of the Thai economywith highest earning of foreign currencies, hasthus embraced this trend by promoting homestayservice. However, homestay service is commonlyknown to be unreliable and often fails to meettourists’ expectations, possibly causing unstablebusiness performance. Understanding tourists’behaviour could provide insightful information andhelp improving and assuring their performance.Therefore, the purpose of this study is toinvestigate the basic needs of travellers and thebehaviour of Thai and foreign tourists visitinghomestay in Thailand. The analysis is based onthe questionnaire conducted among those twogroups of tourists. In order to address this question,various statistical tests and pair wise comparisonbetween the behaviour of both groups areemployed and discussed. The study finds that bothThai and foreign tourists rank safety and securityas the most influential factor for their decision tovisit homestay. On the other hand, foreign touriststend to ignore the price issue while local touristsoverlook the information access issue. When theactual level of tourists’ satisfaction with homestayis analysed, it can be seen that for Thai tourists,persons with age between 21-41, graduate fromcollege or university, with middle income, tendto be more satisfied with homestay visit. As forforeign tourists, safety and security, and their firsttimeexperience with homestay influence theirsatisfaction level. The investigation of Thai andforeign tourists’ behaviour in homestay could wellprovide information for entrepreneurs to properlyrespond to tourists’ increasing and changingdemand
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