Factors affecting the decision to visit the Rattanakosin Island Museum Case Study: Generation Y

Abstract

The objectives of this research were 1) To study the decision to visit various museums on Rattanakosin Island of Generation Y tourists, 2) To study the decision to visit various museums on Rattanakosin Island classified by personal factors, 3) To study tourism motivation that affects the decision to visit various museums on Rattanakosin Island of Generation Y tourists. The sample group in this research was 120 Generation Y people in the Bangkok area using questionnaires to collect data. The content validity was 0.94 and the Cronbach's alpha coefficient was 0.95. The results were statistically analyzed by frequency, percentage, mean and standard deviation. The hypothesis was tested by t-test and one-way ANOVA statistics. If a difference is found, the level of difference is compared in pairs using Least-Significant Different (LSD) and Multiple Regression Analysis with statistical significance at the 0.05 level.

The findings revealed that Generation Y tourists visiting various museums on Rattanakosin Island with different educational levels, occupations, and statuses had different decisions to visit museums on Rattanakosin Island. tourism motivation, physical motivation, interpersonal motivation and status, and prestige motivation affected decisions to visit various museums on Rattanakosin Island. Only cultural motivation did not affect the decision to visit museums on Rattanakosin Island.