Factors Affecting Tourists' Choice Of Coffee Shop Services In Ko Yo Subdistrict, Mueang District, Songkhla Province

Abstract

This research aims to 1) study the behavior of tourists in choosing to use cafe services 2) study the factors affecting the decision to use cafe services of tourists. This is a quantitative research using a questionnaire from a sample group of 385 tourists using a convenience sampling method. The research instrument is a questionnaire. Data analysis is frequency, percentage, mean, standard deviation and hypothesis testing using the F-test. The research results are as follows: 1) To study the behavior of tourists in choosing to use cafe services, most of them are female, aged 21-30 years, students. And have an average income level of 10,001 - 20,000 as tourists in Songkhla Province. 2) To study the factors affecting the decision to choose to use the services of a cafe of tourists, it was found that the overall level was at a high level (𝑥̅ = 4.15, S.D. = 0.79), the product was at a high level (𝑥̅ = 4.37, S.D. = 0.83), the process was at a high level (𝑥̅ = 4.34, S.D. = 0.73), the physical characteristics were at a high level (𝑥̅ = 4.34, S.D. = 0.75), the personnel were at a high level (𝑥̅ = 4.32, S.D. = 0.76), the distribution was at a high level (𝑥̅ = 4.30, S.D. = 0.76), and the price was at a high level (𝑥̅ = 4.27, S.D. = 0.82), and the marketing promotion aspect was at a moderate level (𝑥̅ = 3.14, S.D. = 0.88), respectively.