Travel Motivations of Thai Tourists Affecting Decision to Travel in Phang Nga Province

Abstract

The objectives of this research were 1) to study demographic characteristics affecting tourism behavior of Thai tourists in Phang Nga and 2) to study travel motivations affecting travel decisions of Thai tourists in Phang Nga. The sample group used in this research was 385 Thai tourists who had traveled to Phang Nga Province with experience of traveling in Phang Nga Province at least once. By using a non-probability sampling method by purposive sampling and convenience sampling. The tool used for collecting data was a questionnaire. Statistics used in data analysis were frequency, percentage, mean, standard deviation. T-test, One-Way ANOVA (F-test), and Multiple Regression Analysis.

The results showed that the motivation for tourism overall was at a high level. When considering each side, it was found that the side with the highest average was that the intrinsic motivation of tourism was at a high level and extrinsic motivation of tourism was at a high level and for the results of the hypothesis test, it was found that 1) tourists with age, education level, domicile, marital status and average monthly income had a statistically significant difference on the tourism behavior of Thai tourists in Phang Nga Province at the level of .05 and 2) The factor that most affects Thai tourists' travel decisions in Phang Nga Province is the extrinsic motivation of tourism (security, service, transportation, and attraction) and for the intrinsic motivation of tourism. (interpersonal relations, and physical aspects) with statistical significance at the .05 level