EFFECTIVE FACTORS IN HOME STAY CHOOSING, CASE STUDY OF NAKHON PATHOM PROVINCE
The study is aimed to tickle factors influencing tourist decision in home stay choosing, Nakhon Pathom
Province. Paper and online research survey is tool to collect data from respondents who visited floating market
in Nakhon Pathom. Then, the total number of respondent is 324. Factor analysis and multivariate linear
regression analysis are applied in this research to find out significant variables α.05. These variables cover
factor-quality of physical environment – QPF, tele communication - Internet, travel distance, restaurant,
friendliness of local and safety, peaceful atmosphere, cleanness, transport, variety of tourist attraction, factorquality
of service – QOS, occasional activities and festival, community technology demonstration, community
cultural show, visit to local tourist destination, and visit to community enterprise.
Effective factors in home stay choosing with significant α.05 are factor-quality of physical environment
– QPF and effective dependent variable is customer satisfaction after their visit to home stay (customer
satisfaction in home stay using – CUS).