SERVICE INNOVATION AND DECISION TO USE BAAN SUAN LAK HA HOMESTAY, RATCHABURI PROVINCE

Abstract

This research aims to study the level of service innovation and the decision to use the services of Baan Suan Lak Ha Homestay in Ratchaburi Province. It is a quantitative study. The sample consisted of 234 service users of Baan Suan Lak Ha Homestay. The data collection tool was a questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The research findings revealed that the overall perception of service innovation at Baan Suan Lak Ha Homestay in Ratchaburi Province was at the highest level, with an average score of 4.24. When considering each aspect, the information, process, and environment dimensions were rated at the highest level, while the technology dimension was rated at a high level. The study also found that the level of decision-making in using the services of Baan Suan Lak Ha Homestay was high, with an average score of 4.19.