NEW TRAVEL BEHAVIOR OF THAI TOURIST BELHAVIOR’S CHARACTERISTIC BEACH DESTINATION, SATTAHIP DISTRICT, CHONBURI PROVINCE

Abstract

This research aims to study tourism behavior, new travel behavior, personal information and compare the new tourism behavior of Thai tourists in beach tourist destinations, Sattahip District, Chonburi Province. The sample group is the number of Thai tourists 400 people using a random method. The research instrument was a questionnaire with a confidence factor of .91. The statistics used for data analysis were descriptive, frequency distribution, percentage, mean, standard deviation. And inferential statistics t-test independent-sample and one-way ANOVA.

The results showed that Thai tourists traveled to the beach in Sattahip District, Chonburi Province. With private cars of 372 people (93.00 percent), motorcycles of 20 people (5.00 percent), and public taxis of 8 people (2.00 percent). Group traveling about 4-5 people in the group is a total of 167 people (41.80 percent). For the group of six people or more, there were 120 people (30.00 percent). Besides, for small groups of 2-3 people, there were 110 people (27.50 percent)-only three people traveling alone, representing 0.80 percent.

The participants' relationship characteristics were 278 people (69.50 percent): 89 friends (22.30 percent), 19 lovers/girlfriends (4.80 percent), and 14 colleagues (3.50 percent). The form of leisure travel for beach trips to the morning and evening: 325 people, accounting for 81.30 percent, staying overnight consisted of 75 people (18.80 percent).

            The activities performed during beach trips are beach activities – considering 349 people, accounting for 22.40 percent, are sitting, and enjoying the weather, followed by 295 people, or about 18.90 percent who enjoyed beach dining. As for 289 people, or about 18.50 percent were walking on the beach. Besides, 265, representing 17.00 percent, preferred taking pictures and sunbath were 187 people, equivalent to 12.00 percent. There were also various activities such as building sandcastles considering 32 people; it is equivalent to 2.00 percent-water activities, including swimming for 101 people (6.50 percent); diving and boating are the same numbers of 15 people, which is 1.00 percent. Lastly, the number of people who did banana boat were 13 people, its equivalent 0.80 percent.

In general, the behavior of the new way of tourism was at a high level. When considering a particular side, there was a high level of practice following the new beach attractions' new tourism way. Besides, Thai tourists with different ages, status, occupation, and education had a statistically significant difference in tourism behavior in beach tourist areas, Sattahip District, Chonburi Province.