FACTORS AFFECTING TO REPURCHASING INTENTION OF PACKAGE TOUR ON AGODA APPLICATION OF CONSUMERS IN BANGKOK AND METROPOLITAN AREAS

Abstract

This research design of the study was a survey research. The objectives were to study the level factors affecting repurchasing intention of package tour on Agoda Application of consumers in Bangkok and metropolitan areas, and also to create the predictive equation of package tour repurchasing intention on Agoda Application. By using quota sampling method, the sample group of 315 individuals was selected from Thai customers who had repurchased their package tour via Agoda Application. The research tools include questionnaires with 7 rating scales. The data analyzed statistics were frequency, percentage, mean, standard deviation and multiple regression analysis. The findings were as follow: to create the prediction equation with using multiple regression procedure, it was determined that a weighted linear combination of three independent variables, the Satisfaction (SF), Perceived Value (PV) and Perceived Service Quality (PSQ) could be account for 70.3% of the variance found among the evaluation reports. Regression equations were raw scores and standard scores. The results of this research can push package tour sales to the operators through Agoda Application to define marketing strategies that result in consumers returning to repurchasing their package tour on Agoda Application.