อิทธิพลการตลาดบริการต่อความตั้งใจเดินทางท่องเที่ยวโดยชุมชนของเจนแซด

Krissanabhat Boonchuay; Pongsavake Anekjumnongporn

Authors

Krissanabhat Boonchuay School of Humanities and Tourism Management, Bangkok University
Pongsavake Anekjumnongporn School of Humanities and Tourism Management, Bangkok University

Keywords:

Service Marketing, Community-Based Tourism, Travel Intention, Generation Z, Consumer Behavior

Abstract

The objectives of this study were (1) to examine the levels of service marketing and Generation Z’s intention toward community-based tourism, and (2) to investigate the influence of service marketing on Generation Z’s intention to engage in community-based tourism. A quantitative research design was employed, utilizing a questionnaire survey administered to 400 Thai Generation Z respondents, selected through multistage and purposive sampling methods. The research instrument was validated for content validity and reliability. Descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as multiple regression analysis, were applied to analyze the data.

The findings revealed that Generation Z perceived service marketing at a high level (M = 3.77, SD = 0.65) and demonstrated a high level of intention toward community-based tourism (M = 3.84, SD = 0.68). Regression analysis indicated that service marketing had a significant positive influence on Generation Z’s travel intention (R² = 0.75, p < 0.01). Among the seven dimensions of service marketing, process (b = 0.27) and physical evidence (b = 0.26) were the most influential factors, followed by product, price, and promotion. In contrast, place and people did not show significant effects on travel intention.

In conclusion, the study highlights the critical role of service marketing in shaping Generation Z’s intention toward community-based tourism. Specifically, well-designed service processes and physical environments that enhance positive experiences are key determinants aligning with the values of new-generation tourists. The results provide practical implications for formulating effective marketing strategies to foster sustainable development of community-based tourism.

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