Factors Affecting the Selection of Chao Phraya River Cruise in Bangkok

Abstract

The purpose of this study were to 1) study the service quality factors affecting the selection of Chao Phraya river cruise in Bangkok and 2) compare the personal factors affecting the service quality to the selection of Chao Phraya river cruise in Bangkok. The sample group used were 400 Thai tourists traveling on a Chao Phraya River cruise. The research instrument used were the questionnaire and test the quality of instrument by validity and reliability testing. The data analysis used basic statistics and inferential statistics consisted of percentage, mean, standard deviation, t-test, and f-test. The research results showed that the overall quality of service was at the highest level (= 4.22, S.D. = 0.76) and a comparison of factors affecting the selection of Chao Phraya river cruise, Bangkok found that 1) different gender have different effects on sympathy 2) different age affects the reliability and responsiveness are difference 3) different status had no effect on the selection of Chao Phraya river cruise, Bangkok 4) educational level were different affects the reliability and assurance are difference 5) Different occupational affecting the tangible, reliability assurance are different at a statistical significance level of 0.05.