The Behavioral and Re-stay Intention of Hotel Consumers in Thailand Riviera Tourist Area
Keywords:
Repurchase intention, Service quality, Perceived value, Perceived priceAbstract
This study examined the behavior and repeat stay intentions of customers at 4–5 star hotels in Thailand Riviera Tourist Area. Using a quantitative design, data were collected from 428 participants via a validated 5-point Likert scale questionnaire and analyzed with descriptive statistics (frequency, percentage, mean, and standard deviation). Most respondents were working-age adults with purchasing power, traveling mainly for leisure, preferring short stays, and booking through online travel agencies (OTAs). Perceptions of service quality (M = 4.70, SD = 0.53), perceived value (M = 4.74, SD = 0.45), and perceived price fairness (M = 4.81, SD = 0.40) were rated at the highest level. Repeat stay intentions were also very high (M = 4.88, SD = 0.33), especially regarding confidence, loyalty, and willingness to recommend. These results indicate that customers prioritize the holistic value of the experience and price fairness alongside service quality, which strongly drives repeat stay intentions. The study contributes to consumer behavior research in the high-end hotel sector and provides empirical evidence for strategies to retain customers and enhance hotel competitiveness.
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