SERVICE INNOVATION THAT INFLUENCES THE DECISION TO USE BAAN SUAN LAK HA HOMESTAY, RATCHABURI PROVINCE

Abstract

This research aims to study service innovations that influence the decision to use the services of Baan Suan Lak Ha Homestay in Ratchaburi Province. It is a quantitative study. The sample group consisted of 234 service users of Baan Suan Lak Ha Homestay. The data collection tool was a questionnaire, and the data were analyzed using multiple regression analysis. The research findings revealed that service innovation factors—including information, process, technology, and environment—significantly influenced the decision to use the services of Baan Suan Lak Ha Homestay in Ratchaburi Province at the .05 statistical significance level. These factors collectively explained 75.60% of the variance in the decision to use the homestay services.