Abstract:
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The objectives of this research were to study an analysis of behavior and factors affecting the expenditure through digital money for tourism of Thai tourists in Chiang Mai. The instrument for data collection from the sample of Thai tourists included 400 questionnaire sets, and accidental sampling was used to obtain the samples. Descriptive analysis was applied to examine the behavior related to digital money usage among Thai tourists in Chiang Mai, and the statistics used in the research were frequency, percentage, mean, and Standard deviation. Statistical and the econometric tools were implemented in order to analyze the factors affecting the expenditure through digital money for tourism of Thai tourists in Chiang Mai. The influence of each particular element was analyzed by arithmetic means, and the model of interval regression equation was used to analyze all nine factors that influenced the usage of digital money.
The findings revealed that most Thai tourists in Chiang Mai are female, aged between 31- 40 years, married, graduated with a bachelor’s degree, work as employees in private companies and have a monthly income between 15,000 – 25,000 baht. With regard to the of behavior the expenditure through digital money for tourism of Thai tourists in Chiang Mai, it was found that the key objective for its use was for hotel and accommodation reservations. Based on the levels of Thai tourists’ opinions on the factors affecting the expenditure through digital money used for tourism, it was found that internet banking was the type of digital money that is used the most. The findings from the studied model of the interval regression equation indicated that the key factors affecting the expenditure through digital money for tourism of Thai tourists in Chiang Mai included occupations as government/state enterprise officers, employees of private companies, or business entrepreneurs; followed by monthly income, flight booking, vehicle expenditure, internet banking, the frequency of digital money usage, and travel duration
คำสำคัญ : เงินดิจิทัล (Digital Money) QR CODE Internet Banking E-Wallet ค่าใช้จ่ายนักท่องเที่ยว
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