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
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.
