FACTORS AFFECTING THE SELECTION OF TOURIST DESTINATIONS OF FAMILY TOURISTS: A CASE STUDY OF NONTHABURI PROVINCE

Abstract

               The research objective was to study the factors affecting the selection of tourist attractions of family tourists. This research was a quantitative one. The sample groups selected by convenient sampling methods were 400 Thai families in Nonthaburi province.  The researcher collected data by using the questionnaire, which had a confidence level of .86. The results of the study showed that most family characteristics were those having adolescence children. They chose to travel during long holiday seasons with 1-2 day period and chose to travel by themselves. They spent between 5,000-10,000 baht per trip. They often used social media such as Facebook and Line to find information for selecting destinations to travel. 

               The hypothesis test, tourist attractions factors, marketing promotion factors, distribution channels factors, service staff factors, physical evidence and presentation factors were influencing the decision in selecting a tourist attraction of different family groups with the .05 statistical significance level. In addition, factors in the price and services, process factors, the influence on the decision of family tourists were not significantly different at .05 level.