現今的旅遊產業因便捷的交通發展而成長的相當快速。而泰國，對於全球各
地的旅人，特別是對臺灣人來說，是個非常熱門的旅遊景點之一。此份研究
論文將調查旅客到泰國平價旅館的經歷。這篇研究的主題將會是從臺灣旅客
的角度，探討對於所入住過的泰國平價旅館之忠誠度及滿意度。
平價旅館的定義為提供有限度的服務，且費用索取不高的旅館，其主打的客
群為在預算上有所限制的旅客。平價旅館被認定為規格不大且客房數不多的
旅館。此份研究同時也聚焦在「旅客滿意度」：旅客如何看待其所接受到的
服務，以及「旅客忠誠度」：旅客對於期所接受到的服務的反應。然而，品
牌印象、旅客期待值以及品質認知此三項因素卻會影響旅客的滿意度。同
時，由旅客自行衡量的滿意度亦會影響其對於服務的反應；若滿意度為正
值，忠誠度便會提升；若滿意度為負值，則忠誠度便會下降。
在此份研究報告中，是採用「結構方程建模（SEM）」來評估數據，同時，
亦使用以因素分析與迴歸分析結合而成的「驗證性因素分析（CFA）」來評
定數值的有效性，因這種方式能做為分析數據結構關係及潛在性的方法。在
研究分析的部分，能看到在此次調查中，品牌印象確實能對旅客期待值及滿
意度造成影響，而旅客的期待值得對品質認知造成影響。與此同時，品質又
會對旅客的滿意度造成影響，而最終，旅客的滿意度便會反應在旅客的忠誠
度上。這項結果得以使用來提供給旅館業者，幫助他們進步並發展屬於自己
的設施及面向。除此之外，問卷的局限性明顯地呈現出出變數太過於侷限，
因此研究結果可能會有些許偏頗性。從另一方面來說，樣本數應該要擴大增
加，而旅客的特徵亦可再加強。

Tourism industry in today's world has been growing fast with the development
of transportation that helps people are more comfortable traveling. Thailand is also
one of the most popular tourist destinations where travelers around the world would
like to visit, especially Taiwanese tourists. This research study intends to investigate
tourists coming to Thailand spending their time in budget hotels. The main focus of
the study is to investigate Taiwanese tourists in the aspects of their satisfaction and
loyalty towards the service users of budget hotels in Thailand.
Budget hotel means a limited-service hotel that charges a small amount of
expense and targets limited budget tourists. It is considered a small hotel and a low
number of rooms. This research also focuses on how customer perceived the service
they received called 'customer satisfaction' and how they react called 'customer
loyalty'. However, there are some factors affected satisfaction of the tourist which
are Brand image, Customer expectation, and Perceived quality. At the same time,
satisfaction measured by tourists affects how they will react to the service. If the
satisfaction is position, loyalty can be added. On the other hand, if the satisfaction is
negative, loyalty drops.
Technique adopted to evaluate the data for this research study is structural
equation modeling (SEM) and assess the validity of the values obtained by
confirmatory factor analysis (CFA) which can be used to analyze the relationship
and latent of the structure since it is a combination of factor analysis and regression.
The results are shown in the research analysis section that brand image did affect
both customer expectation and satisfaction, customer expectation affects the quality
IV
perceived by customers. Plus, quality affects customer satisfaction, and, finally,
customer satisfaction affects customer loyalty. These results can be used to make
suggestions to the hotel owner to help them improve and develop their own facilities
and sites. Furthermore, limitations presented clearly that variables are too limited,
survey technique, and where to collect are too narrow, so the results may be biased.
Another aspect is that the sample size should be improved, and tourist characteristics
could be also improved.

Table of Contents
Acknowledgement -   I
中文摘要 -   II
Abstract -   III
Table of Contents -   V
List of Tables -   VI
List of Figures -   VII
1. Introduction -   1
2. Review of the literature -   4
2.1 Thailand tourism statistic -   4
2.2 Budget hotels -   6
2.3 Budget hotels in Thailand -   7
2.4 SERVQUAL Model -   8
2.5 Theoretical framework -   14
3. Methodology -   15
3.1 Data collection -   15
3.2 Reliability -   17
4. Analysis and results -   18
4.1 Descriptive statistics -   18
4.2 Inferential statistics -   23
4.3 Confirmatory factor analysis (CFA) -   26
4.4 SEM analysis and results from hypothesis testing -   28
4.5 Effect analysis -   30
5. Conclusion -   32
5.1 Implications from a practical perspective -   32
5.2 Limitations and future research -   33
Reference -   35

List of Tables
Table 1 International Tourist Arrivals to Thailand in 2019 -   4
Table 2 Summary of the liturature concerning the budget hotels sector -   9
Table 3 Measurements -   15
Table 4 The sample description -   19
Table 5 The demographic phofile of budget hotels experience -   20
Table 6 Descriptive statistics (BI, CE) -   21
Table 7 Descriptive statistics (PQ, CS, CL) -   22
Table 8 Measurement model evaluation (BI, CE) -   24
Table 9 Measurement model evaluation (PQ, CS, CL) -   25
Table 10 Fit indicesand model testing results -   27
Table 11 The results of confirmatory factor analysis (CFA) -   28
Table 12 Hypothesis test result -   29
Table 13 Effect analysis -   31

List of Figures
Figure 1 The average Thailand trip cost for one person -   7
Figure 2 SERVQUAL Model -   8
Figure 3 Theoretical framework -   14
Figure 4 Structure equation model -   30

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