THE FACTORS INFLUENCING ON PURCHASE INTENTION OF THAI AND CHINESE CUSTOMERS TOWARDS THE HOTEL INDUSTRY IN BANGKOK, THAILAND

Jidapa Tweephoncharoen, Rawin Vongurai

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.

Keywords


Brand Attitude; Customer satisfaction; Electronic word-of - mouth (eWOM); Loyalty; Purchase Intention; Reputation; Trust

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