Paper Title
Multi-Factors Influencing Word-Of-Mouth Behavioral Loyalty Among Tourists In Homestay Management Of The Ceramic Tourism Village, Tha Pha Sub-District, Ko Kha District, Lampang Province, Thailand

Abstract
The purpose of this study was twofold: 1) to study the level of tourism elements, homestay standards, satisfaction, service quality and visitors loyalty behavior of word-of-mouth in the homestay management of the ceramic tourism village, Tha Pha sub-district, Ko Kha district, Lampang province and 2) to study the elements of tourism homestay standards, satisfaction, service quality and visitors loyalty behavior of word-of-mouth in the homestay management of the ceramic tourism village, Tha Pha Subdistrict, Ko Kha District, Lampang province. Data were collected by questionnaires from 394 visitors homestay. Those statistics were analyzed: frequency, percentage, mean, standard deviation, one-sample t-test and Stepwise-Multiple regression correlation. Research results were concluded that: quality standards for homestay and service quality is high compared with the setting criteria (80%) at the .05 level of significance and all 16 crucial factors affecting visitors loyalty behavior of word-of-mouth in the homestay management of the ceramic tourism village in Tha Pha district, Ko Kha district at the .05 level of significance, could predict visitors loyalty behavior of word-of-mouth in the homestay management of the ceramic tourism village in Tha Pha sub- district, Ko Kha district at 79.90 percent at the .05 level of significance. Keywords - Multi- Factors / Behavioral Loyalty /Word-of-mouth /Homestay