The Impact of Innovation on Brand Loyalty of Hotel Business Customers in Pathum Thani Province

Abstract

This study aims to (1) examine the relationship between innovation and brand loyalty in the hotel business in Pathum Thani province, (2) compare differences in these factors based on customer demographics, and (3) investigate the influence of innovation on brand loyalty among hotel customers. The sample consisted of 400 tourists who traveled and stayed in hotels in Pathum Thani province. Statistical analyses included frequency, percentage, mean, standard deviation, and hypothesis testing using t-test, F-test (One-Way ANOVA), Pearson correlation analysis, simple regression analysis, and multiple regression analysis. Research findings revealed that The innovation was high level. The brand loyalty was highest level. Innovation had a statistically significant positive effect on brand loyalty at the 0.05 level. Innovation accounted for 69.90% of the variance in brand loyalty, with a standard coefficient of β 0.188.Conclusion Innovation has both direct and indirect influences on brand loyalty among hotel customers. Therefore, hotel businesses in Pathum Thani province should prioritize innovation development to enhance customer brand loyalty in the long term.