Push–Pull Factors of Mohlum Local Wisdom Influencing Thai Tourists' Travel Decision-Making to Khon Kaen Province

Abstract

This study employed a mixed-methods research design, integrating both qualitative and quantitative approaches. The study aimed to examine the push and pull factors of Mohlum local wisdom that stimulate Thai tourists' travel decision-making to Khon Kaen Province. For the qualitative phase, data were collected through interviews with 10 Thai cultural tourists who appreciate Mohlum local wisdom. For the quantitative phase, data were collected via online questionnaires from 400 Thai cultural tourists who had traveled to Khon Kaen Province to experience Mohlum local wisdom, yielding a questionnaire reliability coefficient of 0.941. Thematic analysis was applied to the qualitative data, while exploratory factor analysis (EFA) and multiple regression analysis were employed for the quantitative data.

The qualitative analysis revealed 13 variables for push factors and 14 variables for pull factors. Subsequent EFA extracted four components from the push factors, which were then subjected to multiple regression analysis at a statistically significant level of 0.05. The results indicated that the arts and culture dimension yielded a coefficient of determination (R²) of 0.767, the happiness-seeking dimension yielded an R² of 0.295, the friendship dimension yielded an R² of 0.121, and the social media dimension yielded an R² of 0.232. For the pull factors, EFA extracted three components at a statistically significant level of 0.05: the uniqueness dimension yielded an R² of 0.283, the reputation and performance dimension yielded an R² of 0.100, and the awareness dimension yielded an R² of 0.741.