Factor affecting the intention to choose and stay at a resort located in an orchard: an empirical study of a resort in Chanthaburi Province

The tourism industry is one of the most important parts of the economy in Thailand, which accounted for 13-14% of Thai’s economy. According to the Covid-19 pandemic in many countries, including Thailand, international tourism has been suspended. Public and private sectors are turning to focus on encouraging Thai tourists to travel within the country. Chanthaburi province, one of top destinations in Thailand, is located in the East of Thailand and has approximately 3.0 million travelers in 2019. It is notable for the peaceful seaside beaches, tropical fruits, mountains, and waterfalls. The study is aimed to identify factors affecting the intention to choose and stay at a resort in Chanthaburi, in particular, a resort that located in a fruit orchard. Questionnaires are developed and distributed to collect data. Then multiple regression analysis is employed to determine significant factors. The results indicate 14 significant factors, for instance, beach & activities inside the resort, and attractions nearby the resort. Recommendations are also discussed.