ANALYSIS OF PUSH AND ATTRACTION MOTIVATION FACTORS FOR FOREIGNERS VISITING THAILAND: A CASE STUDY OF PHUKET. The purpose of this study is to understand and describe the push and pull motivation factors of foreigners visiting Thailand, especially in Phuket province, in order to know the main factors influencing their decision making. The most common travel motives are generally defined as push and pull motivational factors by Crompton (1979).
The purpose of this study is to analyze the motivational push and pull factors that influence foreigners to visit Phuket, Thailand. What are the driving motivation factors in terms of knowledge, prestige, relationship enhancement and relaxation that influence foreigners to visit Phuket, Thailand. This study focuses on the motivational push and pull factors that influence foreigners visiting Phuket, Thailand.
The latter identifies the push and pull motivation factors that lead to tourism decision making and the relationship between these factors. Also, tourism is described as “The activities of people who travel to stay in places outside their usual environment for not more than one year for leisure, business and other purposes” (World Tourism Organization, 2007). This study focuses on the title “The Analysis of Push and Pull Motivation Factors for Foreigners Visiting Thailand: A Case Study of Phuket”.
According to the study, the researcher aims to analyze the push and pull motivational factors that drive foreigners' decision to visit Phuket, Thailand.
DATA ANALYSIS 15
- Descriptive Analysis for Demographic Factors 15
- Reliability Testing (α Test) 21
- Hypothesis Testing 22
- Hypothesis Result Summary 27
Therefore, the null hypothesis was rejected, which can be concluded that push motivation factors in terms of knowledge are related to foreigners' decision making to visit Phuket, Thailand. The result of the regression indicates that knowledge can explain 9.5% of the decision-making (R2 = .095). Therefore, the null hypothesis was rejected, which can be concluded that push motivation factors in terms of prestige are related to foreigners' decision making to visit Phuket, Thailand.
Regression results show that prestige can be explained in 33.9% of decision-making (R2 = .339). Therefore, the null hypothesis was rejected, which can conclude that push motivational factors in terms of attitude improvement are related to a foreigner's decision to visit Phuket, Thailand. The regression results showed that the improvement in attitude could be explained in 9.2% of decision making (R2 = 0.092).
Therefore, the null hypothesis was rejected, which can be concluded that push motivation factors in terms of Leisure are related to foreigner's decision making for a visit to Phuket, Thailand. The results of the regression indicated that relaxation can explain 18.7% of the decision making (R2 = .187). Therefore, the null hypothesis was rejected, which can be concluded that travel motivation factors in terms of events and activities are related to foreigner's decision making for a visit to Phuket, Thailand.
The results of the regression indicated that events and activities can explain 8.1% of the decision-making (R2 = .081). Therefore, the null hypothesis was rejected, which can be concluded that migration motivation factors in terms of Natural Resource are related to foreigner's decision making for visiting Phuket, Thailand. The results of the regression indicated that natural resources can explain 23.8% of the decision-making (R2 = .238).
Therefore, the null hypothesis was rejected. It can be concluded that pull motivation factors in terms of cost have a relationship with foreigners' decision making for visiting Phuket, Thailand. The regression results indicated that costs could explain 7.0% of decision making (R2 = .070). Therefore, the null hypothesis was not rejected. It can be concluded that variety seeking pull motivation factors have no relationship with foreigners' decision-making for visiting Phuket, Thailand.
Therefore, the null hypothesis was rejected, which can be concluded that migration motivation factors in terms of Ease of access and affordability are related to foreigner's decision-making for a visit to Phuket, Thailand. The results of the regression indicated that easy access and affordability can be explained 64.4% of the decision-making (R2 = .297).
CONCLUSION AND LIMITATION 28
Conclusion 28
This research presents an empirical approach to understand the motivation factors that influence foreigners to visit Phuket, Thailand, in which it is closely related to the push and pull factors for their decision making. In terms of the conceptual framework, push motivation factors have a high level for foreigners to decide to visit Phuket while pull motivation factors are moderately influenced by foreigners. Drive motivation factors can be defined as mental preparation for human activities and can be related to an individual level of optimal arousal (Boksberger, P and Laesser, C., 2008).
As a character of foreigners' characteristics, they want to be relaxed and get away from the work environment. They might want to visit the place that can fulfill their dreams and seems to be the place that most people feel valuable to visit. It can be said that foreigners feel that they want to visit the famous place where their friends have already visited and they become positive.
However, gaining knowledge and learning more about new things such as other country cultures or lifestyles can attract foreigners to visit Phuket at a low level, as well as improving human relations. Another factor that is migration motivation also played an important role for foreigners to decide to Phuket. From the finding, it was revealed that easy access and affordability are also reported as the migration motivation factor that influenced foreigners' decision-making in a high proportion to choose Phuket as their destination choice.
Among international tourists, the natural sites have influenced their decisions to come to Phuket and become more strength and attractiveness. Moreover, foreigners tend to visit Phuket because they want to join events and activities such as Thai festival, nightlife and entertainment. Cost is another factor that affects the decision and this may mean that tourists consider travel costs and other expenses as factors to visit other countries because Thailand's exchange rate and value of money are lower than other countries. their origin.
From the descriptive analysis of this study, push and pull motivational factors can influence foreigners to visit Phuket. Although foreigners would decide to travel to Phuket mainly from themselves, external factors such as the motivation to pull is another aspect that convinces them even more. Therefore, not only internal factors but external factors played an important role in foreigners visiting Phuket, Thailand.
Recommendation 30
Finally, the result of this research can provide valuable information to the travel agency and business owner in the local area of Phuket who seek to improve and develop the strategy in order to attract more foreigners visiting Phuket and this research would provide a better understanding for all related groups. of people.
Limitations 30
Second, this research only captures a broad picture of foreigners' decision-making and travel intentions, which did not delve into what activities they like to do, compared to segmentation such as age, gender, nationality and income.
Future Research 31
An investigation into the motivational factors influencing foreign tourists to visit Jordan, push and pull factors, School of Housing, Construction and Planning, Universiti Sains Malaysia. Marketing segmentation by means of motivation: The case of Switzerland, Journal of Travel Research Segmenting the Senior Travel Market by Means of Travel Motivation - Insights from a Mature Market (Switzerland)”, CAUTHE Council of Australian University Tourism and Hospitality Education, pp. Using the means- end chain theory to explore travel motivation: An examination of Chinese outbound tourists.
Marketing implications arising from a comparative study of international pleasure tourism motivations and other travel-related characteristics of Korean visitors. The relationship between push and pull factors of a tourist destination: the role of nationality: a qualitative research analytical approach. This survey is a part of the thematic study for a Master's program at Mahidol University's College of Management on "Analysis of Push and Pull Motivational Factors for Foreigners Visiting Thailand: A Case Study of Phuket".
Instruction: Please mark 9 in the box on the scale, ranking the level from 1 to 5, where 1 means a very low level of motivation and 5 means a very high level of motivation. 1 I want to see something different 2 I want to improve my knowledge about a foreign destination 3 I want to experience a different lifestyle 4 I want to visit places I've never been before. 6 I want to fulfill my dream of visiting a place 7 I came to Thailand to visit a destination that most people.
14 I want to escape from daily/routine 15 I come to Thailand to physically rest/relax 16 I want to release work pressure. 1 I would like to experience the Thai festival 2 There are many activities for the whole family 3 I would like to have Thai spa and massage. 12 I would like to try Thai traditional food 13 There is a lot of variety of marine sports and activities 14 There is a lot of variety of outdoor recreation and.
18 It is convenient for local transport system 19 I am interested in traveling to Thailand because the value of Thai. 2 I would be willing to pay a higher rate to visit Phuket 3 I would recommend Phuket to others 4 Thailand is worth spending for me to visit again.
