Factor Analysis of Homestay Health Tourism Management In Upper Northern Region of Thailand
The purpose of this survey study was to investigate the factors of homestay health tourism management in upper northern region of Thailand. The samples were 500 tourists selected by stratified random sampling. The questionnaire was developed by the researchers from the literature review. The questionnaire was validated by experts in the field with index objective congruence (IOC) = 0.9. The Cronbach’s coefficient of the questionnaire was 0.93. The data were analyzed using percentage, mean, and standard deviation and Factor analysis with Principal component analysis
The findings revealed as follows; five factors related to homestay health tourism management in upper northern region of Thailand, including Homestay image, Perceived value of tourist, Service quality, Tourist satisfaction, and Behavioral loyalty of tourist. These obtained factors could be accounted for 68.65% of homestay health tourism management in upper northern region of Thailand. The results of this research may be useful for health business operators to apply these five elements to the marketing strategy for creating a competitive advantage in the future.
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