A Comparative Study of Travel Motivations between Asian and European Tourists to Thailand
Keywords:
travel motivations, international tourists, ThailandAbstract
During the past decade there is an increasing of studies relating to international tourists to Thailand such as tourist behaviors, travel patterns and trip characteristics. However, the literature review indicates that most studies seem to focus on examining international tourists based on one particular country or culture rather than exploring them in terms of comparative studies. This study thus aims to examine and compare travel motivations of international tourists to Thailand between Asian and European tourists. The results indicated that travel motives of Asian and European respondents seemed to be similar in that most of them were more likely to be motivated by ‘novelty seeking’ when traveling overseas. However, there were some differences regarding the perceptions of destination attractions drawing them to Thailand. Most of Asian respondents were more likely to be attracted by ‘a variety of tourist attractions and activities’ while the European respondents appeared to view ‘cultural and historical attractions’ as the key factor to visit Thailand. The results of the study provide practical implications that can be helpful for both policy makers and industry practitioners to develop appropriate marketing strategies and tourism products for the Asian and European travel markets.
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Cha, S., McCleary, K.W., and Uysal, M. (1995). Travel Motivations of Japanese Overseas Travelers: A Factors-Cluster Segmentation Approach. Journal of Travel Research. 34(1), 33-39.
Cheewarungroj, P. An Analysis of ASEAN Tourists’ Motivations to Visit Thailand. Unpublished Thesis, Assumption University, Bangkok.
Crompton, J.L. (1979). Motivations for Pleasure Vacation. Annals of Tourism Research. 6(4), 408-424.
Dann,G.(1977). Anomie, Ego-Enhancement and Tourism. Annals of Tourism Research. 4(4),184-194.
Hanqin, Z. O. and Lam, T. (1999). An Analysis of Mainland Chinese visitors’ Motivation to Visit Hong Kong. Tourism Management. 20(4), 587-593.
Hair, J., Anderson, R., Tatham, R. and Black, W. (2006). Multivariate Data Analysis, 6thedn, Prentice-Hall International, USA.
Heung, V., Qu, H. and Chu, R. (2001). The Relationship Between Vacation Factors and Socio-demographic and Traveling Characteristics: the case of Japanese leisure travelers. Tourism Management. 22(2), 259-269.
Jang, S. and Wu, C. (2006). Seniors Travel Motivation and the Influential Factors: An Examination of Taiwanese Senior. Tourism Management. 27(2), 306-316.
Jang, S. and Cai, L. (2001). Travel Motivations and Destination Choice: A Study of British Outbound market. Journal of Travel & Tourism Marketing. 13(3), 111-133
Jang, S., Bai, B., Hu, C. and Wu, C. (2004). The Effect of Psychological well-being on Travel Motivation and Travel Intention: A structural analysis of Taiwanese senior market, paper presented at the 2nd Asia Pacific CHRIE Conference, Phuket, Thailand, 27-29 May.
Kim, S., Lee, C., and Klenosky, D. (2003). The Influence of Push and Pull Factors at Korean National Parks. Tourism Management. 24(3), 169-180.
Kim, S. M. and Prideaux, B. (2005). Marketing Implications Arising from a Comparative Study of International Pleasure Tourist Motivations and Other Travel-related Characteristics of Visitors to Korea. Tourism Management. 26, 347-357.
Kim, K. and Jogaratnam, G. (2002). Travel Motivations: A Comparative Study of Asian International and Domestic American College Students. Journal of Travel & Tourism Marketing. 13(4), 61-81.
Kim, C. and Lee, S. (2000). Understanding the Cultural Differences in Tourist Motivation Between Anglo-American and Japanese Tourists. Journal of Travel & Tourism Marketing. 9(1/2), 153-170.
Klenosky, D. (2002). The Pull of Tourism Destinations: A Means-End Investigation’, Journal of Travel Research. 40(4), 385-395.
Kozak, M. (2002). Comparative Analysis of Tourist Motivations by Nationality and Destinations, Tourism Management. 23(2), 221-232.
Nuchailak, S. (1998). Factors Affecting Foreign Tourist Decision Making in Chiang Mai and Phuket. Unpublished Thesis. Kasesart University, Bangkok.
Lam, T. and Hsu, C. (2004). Theory of Planned Behavior Potential Travelers from China. Journal of Hospitality & Tourism Research. 28(4), 463-482.
Lee, C.K. (2000). A Comparative Study of Caucasian and Asian Visitors to a Cultural Expo in an Asian Setting. Tourism Management. 21(3), 169-176.
Pearce, P. and Caltabiano, M. (1983). Inferring Travel Motivation from Travelers Experience. Journal of Travel Research. 12(2),16-20.
Prasertwong, Y. (2001). U.S. International Traveler’s Image of Nine East Asia and Pacific Destinations, Master thesis, Assumption University, Thailand.
Sangpikul, A. (2008). An Analysis of Tourists’ Motivations and Behaviors: A Case of Korean Travelers. Research Report. Dhurakij Pundit University, Bangkok.
Soda, B. (2001). Factors Influencing Tourist Destinations of International Tourists in Thailand. Unpublished Thesis. Chaing Mai University, Bangkok.
Tanapanich, S. (1999). Attitudes and Satisfaction of International Tourists in Thailand. Research Report. Cultural, Religion and Education Office, area 4, Phuket.
Tourism Authority of Thailand. (2006). Summaries of International Travel Markets. Bangkok: Tourism Authority of Thailand.
Tourism Authority of Thailand. (2007). Overseas Travel Market Situation. Bangkok : Tourism Authority of Thailand.
Tourism Authority of Thailand. (2008). International Tourist Arrivals by Country of Residence. Retrieved August 11, 2008 from the World Wide Web: http://www2.tat.or.th/stat/web/ static_download.php? Rpt=cre(August 11, 2008)
Tourism Authority of Thailand. (2009). TAT International. Retrieved August 11,2008 from the World Wide Web: http:// HYPERLINK “http://www.tatnews.org/tat_inter/” www.tatnews.org/tat_inter/index_inter.asp?activitycountry=4
You, X., O’Leary, J., Morrison, A. and Hong, G. (2000). A Cross-Cultural Comparison of Travel Push and Pull Factors: UK vs. Japan. International Journal of Hospitality & Tourism Administration. 5(1), 1-26.
Yoon, Y. and Uysal, M. (2005). An Examination of the Effects of Motivational and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management. 26, 45-56.
Yavuz, N., Baloglu, S. and Uysal, M. (1998). Market Segmentation of European and Turkish Travelers to North Cypru. International Journal of Tourism and Hospitality Research. 9(1). 4-18.
Yuan, S. and McDonald, C. (1990). Motivational Determinants of International Pleasure Time. Journal of Travel Research. 24(2), 42-44.
Varma, G. A Study about Cross-Cultural Comparison of Travel Push and Pull factors of U.S. and Indian Tourists. Unpublished Thesis, Assumption University, Thailand.
World Tourism Organization. (2007). World Tourism Statistics. Retrieved August 11, 2008 from the World Wide Web: http://www.world-tourism-org/tourism_statistics/id87888/2007
Zhang, W., Fang, C., and Sirirassamee, T. (2004). Analysis on Demand and Features of Chinese Visitors to Thailand, paper presented at the 2nd Asia Pacific CHRIE Conference, Phuket, Thailand, 27-29 May.
Zhang, H., Yue, M. and Qu, H. (2004). Motivating Factors of Domestic Urban Tourists and Potential Behavior Intentions, paper presented at the 2nd Asia Pacific CHRIE Conference, Phuket Thailand, 27-29 May.
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2020-08-14
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Sangpikul, A. (2020). A Comparative Study of Travel Motivations between Asian and European Tourists to Thailand. SUTHIPARITHAT JOURNAL, 23(71), 33–57. retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/245963
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