Multivariate Analysis of Variance for Tourist Decision Making Process: A Case of Foreign Tourists in Thailand

Abstract

The purpose of this research was to study demographic data of foreign tourists, their decision making process in selecting tourist destinations in Thailand as well as their behavior in visiting Thailand destinations. In this research, the samples were four hundred foreign tourists. While, the self-administered questionnaires were used as a research tool. A reliability or consistency of scale measurement was derived by Cronbach’s Alpha. The result showed a coefficient of 0.848. The data was analyzed by descriptive and inferential statistics. Two-way multivariate analysis of variance was applied to find the interaction between the main demographic data of foreign tourists; gender and age, and the five stages of decision making process. The research results revealed that most of the respondents rated all five stages under the decision making process; need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation at an overall rating of somewhat recognize/ practice. Additionally, there was a statistically significant interaction effect between gender and age on the combined dependent variables of decision making process.