THE INFLUENCES OF THE PUSH FACTOR MOTIVATIONS ON THE PULL FACTOR MOTIVATIONS OF THE CHINESE TOURISTS VISITING THAILAND
Keywords:
Push Factor Motivations, Pull Factor Motivations, Chinese Tourists in ThailandAbstract
The Chinese market is now the largest market for Thailand. The number of Chinese arrivals to Thailand rose from 1.12 million in 2010 to 2.78 million in 2012 and soared to 4.63 million in 2014, which was a sharp increase. In spite of the continuous influx of Chinese visitors to Thailand very few research is conducted on the motivation of the Chinese tourists visiting Thailand. The objectives of this research were to examine both push and pull factor motivations that motivated the Chinese tourists to visit Thailand and to examine the influences of the push 174 SUTHIPARITHAT Vol.30 No.96 October - December 2016 factor motivations on the pull factor motivations. Questionnaires were used to collect data from 621 Chinese tourists in Bangkok, Pattaya, Phuket, and Chiang Mai. The quantitative analysis was conducted. The data was tabulated and analyzed by using descriptive statistics, factor analysis and multiple regression. The result of factor analysis revealed five push factors, which consisted of 1) fulfillment/ prestige motivation 2) motivation to experience new culture 3) emotional motivation 4) escape/ relaxation motivation and 5) motivation to enhance family relationship. With regard to the pull factors, the finding revealed 4 pull motivation factors: 1) common expectations and people 2) varieties of attractions and activities 3) price and safety factors, and 4) entertainment and induced image. The results of multiple regression analysis revealed significant impacts of the push factors upon the pull factor motivations as follows: fulfillment/prestige need, family relationship enhancement need, and need to experience new culture had impacts on the ‘common expectations and Thai people’ pull factor; the need to experience new culture and the fulfillment/ prestige need had impacts upon the ‘varieties of attractions and activities’ pull factor; all of the five push factors had impacts upon the ‘price and safety’ pull factor; emotional motivation and fulfillment/ prestige motivation had impacts upon ‘entertainment and induced image’ pull factor.
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