แรงจูงใจของนักท่องเทียวชาวไทยเจเนอเรชันวายต่อการมาเทียว จังหวัดเชียงใหม่

Abstract

This independent study was aimed to investigate the motivation of Thai generation Y tourists towards travelling in Chiang Mai. The data was collected by using the questionnaires from 385 samples and analyzed by using descriptive statistics consisted of frequency, percentage and mean including the inferential statistics consisted of T-test. The results were as follows: The findings revealed that the respondents were single female with the age of 25 years. They educated in undergraduate and were private employees with the average salary around 15,000 – 30,000 baht. These respondents lived in central region, Bangkok. The results of behavior aspect indicated that the respondents took a journey for travelling in Chiang Mai province with their friends. Their first travelling in Chiang Mai spent averaged for 3 days. They took a journey to Chiang Mai by plane and used a car as a vehicle for travelling in Chiang Mai province. The respondents preferred to live in a hotel. Their friends affected to their decision to travel in Chiang Mai province. The averaged expenses were during 3,001 to 4,500 for once. The travel program was managed by them. They preferred to travel in Chiang Mai on their available time. The results of motivation aspect found that for the highest significant push factors were relaxation need. The next below was travelling need with their family/ relatives/ friends, a voiding the platitude in daily life, exploring new experiences in the places and spending life without any rush. For the highest significant pull factors were many attractions located in Chiang Mai for instance temple/

natural sources/ shopping center/ entertainment venues/. The second was various types of attraction such as natural sources, cultural sources/ entertainment venues including the cool weather in a cold season. The data was divided by gender, age, and salary then analyzed. For the push factor revealed that the respondents who had different gender emphasized the need of exploring new experiences in the new places and local culture differently. The female prioritized the according aspect more than male. The respondents who had different age emphasized the need of paying respect to the Buddha differently. The people with the age up to 30 years prioritized to pay respect to the Buddha more than the younger. The respondents who got the different salary prioritized to avoid the platitude in their daily life and pay respect to the Buddha differently. The people who earned up to 30,000 baht per a month emphasized above needs more than the people who earned less than 15,000 – 30,000 baht. For the pull factor revealed that the respondents who had different gender prioritized about the comfortability of accessible tourist attractions differently. The female emphasized the according aspect more than male. The different age of the respondents affected to the priority of Lanna architecture differently which the people who were up to 30 years old emphasized above aspect more than the younger.