การวิเคราะห์ปัจจัยสำคัญที่มีผลต่อการตัดสินใจของเจ้าของสุนัขในการเลือกใช้บริการที่พักที่สามารถนำสุนัขเข้าพัก

Abstract

The purpose of this research is to study the significant factors which affect on decisions toward choosing Dog-Friendly Accommodation. The sampling is Thai dog owners living in Bangkok which are the key performance indicator. The criteria in the selection of the key performance indicator are as following 1) the owners who have experiences in using dog friendly accommodation 2) a group of people who has their own dog page on Facebook and gets the attention from people in the Facebook society with 6 followers. The data were collected by semistructured interview guildline and analyzed by factor analysis. The study found that 50% of the key performance indicators were 50% male and 50% female with an average age of 34 years, and the average monthly income is 87,000 Baht. Most of KPI have a Marital Status, and 66.67% of them have small dogs whereas 16.17% own large dogs with an average of 1-3 dogs, aged between 1-2 years without any congenital disease and most of the dogs are sterilized. Behaviors of having dogs were found that those owners mostly have them for solving the loneliness being as a friend and dogs are usually able to stay in the house and sleep with owner. Moreover, owners can take their dogs to meet a group of pet owners such as at Central Eastville, pet friendly coffee shop, which dog owners walk them by themselves with the average monthly cost of 5,000 Baht. Most of dog owners will take their dogs to the natural tourist attractions in central region. The type of accommodation which they usually prefer is resort because the area is quite large and dogs are permitted. On average, owners will commonly stay for 2 nights in each time and take their dogs to travel 8 times a year. Moreover, the information search of accommodation dogs can be most found in Facebook, Pantip.com, and a group of dog owners. Obstacles and restrictions to take a dog to visit each time were often found as a matter of time, distance and price, and the important factors which have a great impact on decisions toward choosing dog friendly accommodation of the 6 key performance indicators are Guest Room Amenities, General Hotel Facilities, Area and Hotel Area, Staff Service, Room Quality, Safety, Brand Image and Quality, Value, Location, Restrictions , Feedback & Review.