แรงจูงใจของนักท่องเที่ยวชาวไทยเจนเนอเรชันวาย ต่อการท่องเที่ยวจังหวัดเชียงราย

Abstract

This independent study aims to examine the motivation of Thai Generation Y tourists towards travelling to Chiang Rai Province, through the conceptual frameworks on the push and pull theories model of tourism motivation. Data was collected by using questionnaires from a convenient sample of 300 Thai tourists who had traveled to Chiang Rai Province within a period of up to 1 year prior to the survey. The research is analyzed with descriptive statistics including frequency, percentage, mean, and inferential statistics, associated with Independent-sample t-test. The findings of the research showed that the majority of respondents were female, aged between 24-28 years old, single, with a bachelor's degree, working at private companies, earning a monthly income ranging from 15,000 to 30,000 Baht. They are from the northern region and have an intention to visit Chiang Rai for tourism purposes. They traveled with friends and had visited Chiang Rai more than three times before. They traveled to Chiang Rai by private car and used the car for transportation within the province. They stayed at a hotel and made their own decisions about the tourist activities. They spent two days for the trip and the expenses ranged from 2,001 to 4,000 Baht. They preferred to travel conveniently according to their own preferences. According to the study, both push and pull factors were found to be highly important to the respondents in their decision to travel to Chiang Rai province. Regarding the push factors, which are the reasons that motivate people to travel to Chiang Rai province (Push factors) the top five factors with the highest average importance are seeking recreation, desire to encounter new and unique things, spending time with friends or family, building relationships with friends or family and seeking fun and adventure. As for the pull factors, which are the attractive characteristics of Chiang Rai province that enticed the respondents to visit, the top five factors with the highest average importance are the natural beauty of the area, the pleasant and cool weather, unique tourist attractions, access to tourism information from the internet and the reputation and recognition of the tourist destinations. When testing the differences in the importance levels of motivations for Thai Generation Y tourists travel to Chiang Rai Province, categorized by the number of times they have visited and their travel decision-making, it was found that there are statistically significant differences in some sub-motivations at a significance level of 0.05.