Insight of the travel motivations the study of the generation Y Chinese and Taiwanese tourists visiting Thailand

Name: Sitanan Wannasan

LCSH: Chinese -- Travel -- Foreign countries

MeSH: Tourism -- China

LCSH: Tourism -- Management

Abstract: The tourism industry plays an important role in the development of Thailand's economy and contributes significantly to the country's national income. In order to ensure that Thailand offers appropriate and desirable tourism products to international tourists, understanding the needs and wants of each tourist segment is one of the initial steps. Currently, Thailand has welcomed a large number of Chinese tourists into the country. Thailand's tourism authorities reported that the Chinese tourist contributed to 57.48% of the income generated each year, and larger than other tourist nations. Based on the aforementioned figures, it can be said that Chinese tourists are very important for the tourism of Thailand. Moreover, another interesting group that the number of tourists has been emerging and increasing particularly in 2019 is Taiwanese tourists. The number of Taiwanese tourists visiting Thailand between January and October 2019 totaled 24% increase from a similar period in 2018. The positively increasing trend is still being witnessed, and especially when an increasing number of younger Taiwanese generations are interested to come to Thailand for their vacation. Due to this constant increment in terms of number and interest, and the potentials that the Chinese and Taiwanese tourists can contribute to the Thai economy, the researcher chose these two tourist groups to investigate on their motivation. This research focuses on the Generation Y Chinese and Taiwanese tourists and aims to investigate the notion whether the travel motivation between these two tourist groups have some resemblances or pose the degree of differences, especially when consider that both groups share similar cultural and historical backgrounds. The researcher focused on examining the travel motivation by mainly using Push and Pull Motivation Theory, collaborating with other psychological tourist motivation concepts, which explain the travelers' motivation influenced by their needs as a theoretical concept. For the past decade, the rising number of researches has recommended that a better understanding of consumers' travel motivation support a region's tourism development. The research not only recognizes potential of customers, but also promotes better satisfaction and destination trustworthiness. In tourism, previous studies have introduced concepts on travel motivation (Crompton, 1979; Dann, 1977, 1981; Iso-Ahola, 1982; Pearce, 1986). Many previous studies also focused on tourists' travel satisfaction or on understanding consumers' feedback in destination loyalty. The qualitative methodology was employed for the study. Thirty in-depth interviews were conducted, comprising 15 Chinese tourists and 15 Taiwanese tourists. The findings reveal that there are three push-factor and three pull-factor dimensions associated with the Chinese tourists' travel motivations. The three push factors are namely (1) Social and Entertainment under 'money spending' and 'having fun or enjoyment' aspects, (2) Psychological dimension under 'rest and relaxation' aspect, and (3) Education or Knowledge dimension under 'explore new places' and 'experience new things' aspects. On the other hand, the three pull factors included: (1) Shopping, (2) Food and (3) Transportation systems. Among them, fun and enjoyment, money spending, shopping for souvenirs and brand name stuff, trying Thai main dishes were viewed as the most important push and pull factors for Chinese Generation Y tourists. In regards to Taiwanese Generation Y tourists, the study identified the top three push and pull factor dimensions related to Taiwanese tourists' travel motivations. The three push factors are namely: (1) Education or Knowledge dimension under 'exploration new places' and 'experience new things' aspects (2) Social and Entertainment dimension under 'having fun' or 'enjoyment' aspects and (3) Psychological dimension under 'rest and relaxation' aspect, while the pull factors included: (1) Thai food exploration especially main dishes and (2) Shopping, and (3) Cafe visit. Among them, Education or Knowledge under exploration new places and trying Thai main dishes are regarded as the most important push and pull factors for Taiwanese Generation Y tourists. This research contributes to a better understanding in Chinese and Taiwanese motivation factors, and provides some useful information for the Thai tourism industry and provides the tourism industry with more new insights of these two target markets for the Thailand tourism so that the tourism industry can create attractive products that meet diversified needs of the Chinese and Taiwanese tourists. The effort to improve the Thai tourism products that are suitable for different markets will bring better competitiveness of the Thai tourism industry in the international tourism market and contribute to the long-term economic development of Thailand

Mahidol University. Mahidol University Library and Knowledge Center

Address: NAKHONPATHOM

Email: liwww@mahidol.ac.th

Name: Walanchalee Wattanacharoensil

Role: Thesis Advisors

Name: Kaewta Muangasame

Role: Thesis Advisors

Created: 2020

Modified: 2025-05-19

Issued: 2025-05-19

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Master of Management

Level: Master's Degree

Descipline: International Tourism and Hospitality Management

Grantor: Mahidol University

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