แรงจูงใจของนักท่องเที่ยวต่อการท่องเที่ยวอำเภอแม่แจ่ม จังหวัดเชียงใหม่

Abstract

This study aimed to examine the motivation of tourists towards travelling to Mae Chaem District, Chiang Mai province, through the conceptual frameworks on the push and pull theories as well as the social psychological model of tourism motivation. Data were collected from the questionnaires by a total of 200 Thai tourists who travelled to Mae Chaem District, Chiang Mai province, and stayed there, using the convenience sampling. The data were then analysed by using descriptive statistics i.e. frequency, percentage, mean, t test, and F test, with the 0.05 of significance level used. The results showed that the majority of the samples were female, aged between 20 and 29 years old, with their domicile in the northern region, and lived in Chiang Mai province. Most of the respondents were government officers or government employees and earned their income between 10,001-20,000 Bath per month. They had ever travelled to Mae Chaem District, Chiang Mai province, with the purpose of travel for relaxation. They usually travelled with friends at the weekends and had one overnight stay at homestay. They mostly travelled by car as their private vehicle. The travelling expenses ranged from 2,501-5,000 Baht per trip. They also searched the travel information from the internet and social media. The overall mean of importance level of motivation towards travelling to Mae Chaem District, Chiang Mai province, was scored high. Push motivations were scored high in all respects i.e. seeking personal rewards, seeking interpersonal rewards, escaping personal environments, and escaping interpersonal environments, respectively. Likewise, pull motivations were scored high in all respects i.e. nature, culture, convenience, and economic factors, respectively. The top three mean of importance level of sub motives towards travelling to Mae Chaem District, Chiang Mai province, with the highest scores, included fresh air, abundance of beautiful natural attractions, and hospitality of local people, respectively. The mean test of importance level of motivation of Thai tourists towards travelling to Mae Chaem District, Chiang Mai province, as classified by gender, age, domicile, income, travel experience, traveling accompany, a number of days to stay, places for overnight stay, and travelling expenses, showed the differences of sub motives i.e. seeking personal rewards, seeking interpersonal rewards, cultural factor, and natural factor.