This study aims to identify travel motivations including push and pull motivations that positively and directly affected the decision-making of Taiwan Residents travelers in participating in Songkran Festival in Thail...This study aims to identify travel motivations including push and pull motivations that positively and directly affected the decision-making of Taiwan Residents travelers in participating in Songkran Festival in Thailand as their cultural destination. A questionnaire survey was conducted with 388 Taiwan Residents respondents who have never participated in Songkran Festival in Thailand before. The lists consisted of 30 attributes representing push motivation （14 attributes） as ＂psychological factor＂, pull motivation （13 attributes） as ＂destination factor＂, and intention to participate （three attributes）. Pearson＇s correlation and simple linear regression were used to examine the research hypotheses. As a result, push and pull motivations positively and directly affected the intention to participate in Songkran Festival in Thailand. For push motivation, Taiwan Residents visitors perceived that they want to relax and get experience in foreign land, and have enjoyable time with travel companion. For pull motivation, Taiwan Residents visitors perceived that there are many special events in Songkran Festival, the image of Songkran Festival, Thai food is delicious, and the people are friendly and courteous. The managerial implications were also made for tourism industry of Thailand in terms of examination motivations in implementing new market strategies, designing promotion, and decision-making about destination development.展开更多
Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gain...Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year＇s income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane＇s （1967） Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson＇s Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that： （1） factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion （t = 13.534, sig. = 0.000） and public relations （t = 3.426, sig. = 0.001）, which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; （2） factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations （t = 15.299, sig. = 0.000）, promotion （t = 5.293, sig. = 0.000）, and advertising （t = 2.709, sig. = 0.007）, which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.展开更多
文摘This study aims to identify travel motivations including push and pull motivations that positively and directly affected the decision-making of Taiwan Residents travelers in participating in Songkran Festival in Thailand as their cultural destination. A questionnaire survey was conducted with 388 Taiwan Residents respondents who have never participated in Songkran Festival in Thailand before. The lists consisted of 30 attributes representing push motivation （14 attributes） as ＂psychological factor＂, pull motivation （13 attributes） as ＂destination factor＂, and intention to participate （three attributes）. Pearson＇s correlation and simple linear regression were used to examine the research hypotheses. As a result, push and pull motivations positively and directly affected the intention to participate in Songkran Festival in Thailand. For push motivation, Taiwan Residents visitors perceived that they want to relax and get experience in foreign land, and have enjoyable time with travel companion. For pull motivation, Taiwan Residents visitors perceived that there are many special events in Songkran Festival, the image of Songkran Festival, Thai food is delicious, and the people are friendly and courteous. The managerial implications were also made for tourism industry of Thailand in terms of examination motivations in implementing new market strategies, designing promotion, and decision-making about destination development.
文摘Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year＇s income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane＇s （1967） Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson＇s Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that： （1） factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion （t = 13.534, sig. = 0.000） and public relations （t = 3.426, sig. = 0.001）, which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; （2） factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations （t = 15.299, sig. = 0.000）, promotion （t = 5.293, sig. = 0.000）, and advertising （t = 2.709, sig. = 0.007）, which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.
