Research report travel motivations and tourist behaviors : a case of Korean Travelers to Thailand

รายงานการวิจัย เรื่อง แรงจูงใจในการเดินทางและพฤติกรรมนักท่องเที่ยว : กรณีศึกษานักท่องเที่ยวชาวเกาหลีที่เดินทางมาประเทศไทย

Name: Aswin Sangpikul

Organization : Dhurakij Pundit University. Faculty of Arts and Sciences

ThaSH: Travelers -- Consumer behavior -- Research

Classification :.DDC: 910.921

ThaSH: Travelers -- Motivation (Psychology) -- Research

ThaSH: Visitors, Foreign -- Consumer behavior -- Research

ThaSH: Visitors, Foreign -- Motivation (Psychology) -- Research

Abstract: The Korean travel market is one of the important international markets for many Southeast Asian destinations. With the well-established economy and emergence of affluent middle class, millions of Koreans travel abroad each year for leisure and holiday purposes. However, Thai researchers are yet to pay attention to investigate this important segment. In order to increase the number of Korean travelers to Thailand, it is important for destination marketers to learn and understand their travel related behaviors for developing appropriate marketing strategies for the target market. This study, therefore, aims to examine travel motivations and tourist behaviors of Korean travelers to Thailand by using the theory of push and pull motivations as a conceptual framework. A self-administered questionnaire survey was used to collect data from Korean travelers who were visiting Thailand. The results of factor analysis identified three push and two pull factor dimensions. The three push factors (travel motives) were ‘fun & relaxation’, ‘novel experience’, and ‘socialization’, whereas the two pull factors (destination attractions) included ‘attraction variety & costs’ and ‘safety & cleanliness’. Among them, ‘fun & relaxation’ and ‘attraction variety & costs’ are regarded the most important push and pull factors, respectively. In addition, chi-square tests and analysis of variance (ANOVA) were employed to examine statistical differences among different demographic subgroups. The results revealed that there were some statistical differences in travel behaviors, push and pull factors and tourist satisfaction among Korean travelers. The results of the study provide practical implications that can be helpful for both policy makers and industry practitioners to develop appropriate marketing strategies and tourism products for the Korean travel market. In addition, the findings will contribute to the tourism literature in the area of travel motivations and tourist behaviors.

Dhurakij Pundit University. Library and Information Center

Address: Bangkok

Email: library@dpu.ac.th

Name: Dhurakij Pundit University

Role: ผู้ให้ทุนวิจัย

Created: 2008

Modified: 2009-11-26

Issued: 2009-11-26

งานวิจัย/Research report

application/pdf

CallNumber: 910.921 A861t

eng

©copyrights Dhurakij Pundit University

ลำดับที่.	ชื่อแฟ้มข้อมูล	ขนาดแฟ้มข้อมูล	จำนวนเข้าถึง	วัน-เวลาเข้าถึงล่าสุด
1	Cover.pdf	275.09 KB	248	2024-04-10 15:49:07
2	ABS.pdf	271.65 KB	302	2024-10-01 13:43:56
3	Chap_1.pdf	233.68 KB	296	2024-12-14 21:26:49
4	Chap_2.pdf	262.88 KB	358	2024-12-14 21:27:56
5	Chap_3.pdf	230.43 KB	187	2024-04-10 15:49:30
6	Chap_4.pdf	354.55 KB	189	2024-10-01 13:44:09
7	Chap_5.pdf	258.95 KB	201	2024-04-10 15:49:40
8	App.pdf	332.33 KB	211	2024-04-10 15:49:44

ใช้เวลา

0.244817 วินาที