Factors Affecting the Behavior, Decision-Making, and Behavior Intentions in Tourism of Thai Individuals with Hearing Impairment
Keywords:
Behavioral intention, Hearing impairment, Tourism behavior, Travel motivationtionAbstract
The objective of this research is to study the tourism behavior, motivation, decision-making, and behavioral intentions of Thai individuals with hearing impairment. The sample group is 425 Thai individuals with hearing impairments. The data was collected using a questionnaire along with the data analysis through a software package, which was analyzed by descriptive statistics. The data collection was conducted through two methods: online questionnaires and field surveys.
The results revealed that most Thai individuals with hearing impairments travel primarily for recreation and travel with family, friends, and relatives, sometimes they travel alone without a personal assistant. On average, they travel 1-2 times per year, spending 1 night per trip, with an average cost of 2,001 to 3,000 baht. They plan their trips independently and receive tourism information through Facebook. They prefer destinations that are natural attractions, such as the sea, mountains, waterfalls, and national parks. Most people choose to use private vehicles for travel and stay at resorts. Travel during the weekends, on Saturdays and Sundays. Before traveling, study information about tourist attractions. During travel, take photos and videos. After traveling, tourists share and post their experiences on social media by uploading images, videos, and messages that express their feelings. Regarding travel motivation, both the decision-making process and tourism behavior intentions are highly developed. The main problems and obstacles in tourism include communication, inadequate facilities, and the attitudes of service staff towards individuals with hearing impairments. The tourism needs of individuals with hearing impairments are sign language tour guides, informational signs with text, images, and equal service. Therefore, those involved in the tourism industry can use the results of the study as a guideline for improving and developing tourism management for individuals with hearing impairments, ensuring that they have equal opportunities to access tourism.
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