โครงการสำรวจทัศนคติและพฤติกรรมนักท่องเที่ยวชาวต่างประเทศกลุ่มตลาดคุณภาพ : กรณีศึกษากลุ่มแต่งงาน ฮันนีมูน และฉลองครบรอบแต่งงาน

บทคัดย่อ

The main purpose of this research on the subject of “The Study of Tourisms’ Attitude and Behaviour : A Case Study on Wedding, Honeymoon, and Anniversary” is to conduct case studies regarding married couples. Honeymoon and Anniversaries will be used in order to analyze the products and services preferred by married couples who have chosen to spend their Honeymoon and/or Anniversaries here in Thailand. This research will help us to understand more about tourist businesses and including products and services which has been offered in Thailand. Furthermore, this research can also be used as a tool to promote and encourage the market plan and to widen market opportunities, especially if their aim is to target married couples on their Honeymoon and Anniversary. A Taro Yamane chart has been used for this analysis as it provides the information that the level of certainty is 95% with a discrepancy chance of less than 5%. The targeted groups and respondents are tourists from America, Europe, Asia and Unisia and the data has been collected from tourists vacationing in Phuket, Chiangmai, Bangkok and Chonburi. The method that was used to collect the data in each province is a “questionnaires”, where each province had been given a total of 200 questionnaires and altogether 800 questionnaires for all four provinces. The information within the questionnaires has been analyzed using a Chi-Square Test, Independent Sample T-test and a One Way-ANOVA. This research can conclude that a majority of the responses were male between the ages of 31-40 years old, mostly from Europe, working at a private company with a salary between 10,000 to 30,000 USD per year and a bachelor degree was the highest educational background. Their main purpose of travelling to Thailand is to celebrate their marriage. The searched about Thailand via the information presented on the internet and decided on their own as to how their wedding, honeymoon and/or anniversary packages will be like. They book the packages at their tour or travel agents and mostly travel between October and December. Suggestions and experiences from friends or people with close relations will likely influence the decision to travel to Thailand. The average travel time is usually between 8 to 14 days, and the couples spend an average of 1,000 to 3,000 USD each trip they take. Majority of tourists vacation here for the first time and they were fascinated by the Thai food. Tourists mostly enjoy nature and environmental related pleasure activities and a high number of responses indicate they will definitely come back to visit Thailand again. Transportation seemed to be the most important obstacles during their visit in Thailand and many tourists agreed that there should be more improvements for Tourist safety. In regard to the perspective of responders toward Thailand travel services, respondents have shown a great level of importance concerning the travel services in Thailand resulting in an average of 3.97 percent. According to the response of each section of questionnaires, here are the results: location is very important with an average of 4.37 percent, followed by residents with an average of 4.1 percent, others have shown an average of 4.07 percent, while restaurants are at an average of 4.05 percent, other services with an average of 4.01 percent, price has an average level of 3.93 percent, safety at an average of 3.75 percent and socially and politically gained an average of 3.72 percent. The least important factor seems to be the transportation with an average of 3.71 percent. The first hypothesis test shows that Personal Factor such as gender, age, salary and educational background related to tourist behavior with significance of .05 percent. The second hypothesis test shows that the age and salary of the respondents affected the perspective and behavior of tourists in choosing the locations of their stay. A respondent’s gender and age reflected the choice of travelling to Thailand especially to the price with significance of .05 percent.

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