แรงจูงใจของนักท่องเที่ยวชาวไทยเจเนอเรชันวายต่อการท่องเที่ยวเชิงส่งเสริมสุขภาพในจังหวัดเชียงใหม่

Abstract

The purpose of this study is to examine the motivation of Thai generation Y tourists towards wellness tourism in Chiang Mai. For a data collection, the researcher collected questionnaires completed by a sample of 385 Thai tourists visiting Chiang Mai province and analyzed them by using descriptive statistics comprising frequency, percentage, mean and inferential statistics including statistical test (t-test). The results were summarized as follow: The findings showed that most respondents are 28-year-old single females with bachelor’s degrees. Most respondents are government officials, state enterprise employees and government employees, with a monthly income of approximately 15,000 - 30,000 baht. These respondents live in Bangkok and surrounding areas. They highly value consuming healthy foods and working out in daily life. However, they encounter a high level of anxiety in their work and study in daily life. The findings regarding the respondents’ behavior revealed that they took a trip to Chiang Mai by airplane and then used cars as a main vehicle throughout the trip with their friends. They preferred staying at hotels or resorts. They searched for wellness tourism via the search engine, Google. They took the one-to-three-day trip with the expense around 8,001-11,000 baht. Apart from wellness tourism, they preferred to do bird-watching or animals-watching activities. The opinions toward providing importance on healthy food consumption together with wellness tourism appeared to be at an uncertain level. The overall satisfaction of wellness tourism service in Chiang Mai was tremendously satisfied. Moreover, they not only would revisit wellness tourism in the future but also suggest their friends or acquaintances to visit there. The findings regarding the respondents' motivation indicated that the most significant push factors included physical and mental relaxation; they needed natural therapy; they rewarded themselves after studying hard and working hard; they needed to strengthen body, in addition to avoiding monotony and stress, or to overcoming dreadful situations. For the most crucial pull factors, there were service places with cleanliness and hygiene; there was a need to have skillful staff and reliability in the service places; the price of products and services should be appropriate, and the service places should be private The data of the respondent’s motivation shows that the top 3 activities that most of the respondents participated on are Traditional Thai Massage, Spa and Foot Massage. The mean of the push factors based on the respondents who participate on Traditional Thai Massage indicated that the most significant 3 factors included physical and mental relaxation; they need natural therapy; they rewarded themselves after working or studying hard. For the mean of the pull factor included 3 crucial factors, there were a reliable service places, cleanliness and hygiene of the services places and a skillful staff. The mean of the push factors based on the respondents who participated on Spa indicated that the most significant 3 factors included physical and mental relaxation; they need natural therapy; they rewarded themselves after working or studying hard. For the mean of the pull factor included 3 crucial factors, there were cleanliness and hygiene of the services places, a skillful staff and the beautiful scenery of the service places. The mean of the push factors based on the respondents who participated on Foot Massage indicated that the most significant 3 factors included physical and mental relaxation; meeting new society or places to improving their appearances; they need natural therapy. For the mean of the pull factor based on the respondents who participated on Foot Massage included 3 crucial factors were about the price of products and services should be appropriate, skillful staff and the service places with a uniqueness style.