Tourism is an important industry to generate the income to Thailand. The local authorities try to motivate people to travel to the tourist attractions for tourism and shopping. Shopping is a popular tourist activity, especially purchasing the souvenir in tourist attractions to remind them of the memory of the place they used to visit. This study aims to identify the travel motivation of the domestic tourists to visit the destination, to examine the shopping area attributes that attract the tourist to buy the souvenir, and to analyze the effect of domestic tourist motivation on shopping area attribute in Thale Noi, Phatthalung Province. Data were collected from 400 domestic tourists who had traveled to Thale Noi, Phatthalung using factor analysis dimensions based on Likert-type scales. The researcher applied structured questionnaire in 5-level rating scale. The data collection consumed six months between March and August 2016. The data were analyzed by descriptive statistics, Pearson's product moment coefficients and multiple regression to analyze the relationship between variables. The result indicated that the factors of tourist motivation that influenced the shopping area attribute are natural resources, enhancing relation, and seeking relaxation. The shopping area attributes that influenced the tourist to purchase souvenir are economic, promotion, and image represented in high level. The tourist motivations influencing tourists to purchase the souvenir are fulfilling prestige, variety seeking, and history and culture related to shopping area attribute. Therefore, souvenir business should apply the tourist motivation to their business plan and should combine the souvenir to the uniqueness of each shopping area attribute including local environment, image of the shop, product price and value, promotion, location, salesperson, and the unique souvenirs that represent the local image. These strategies could generate the income and profit to the locals and create delightful atmosphere to the tourists who visit the destination.
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.Keywords: marketing promotion, push motivation, pull motivation, domestic tourists IntroductionTourism is the significant hospitality industry of Thailand in terms of economic and social development. In 2012, the tourism generated 5,515.94 million Bath for Thailand. The National Statistic Office indicated that the number of tourists is increasing every year. In 2012, there are 1,492,589 tourists who traveled in Songkhla Province (1,119,724 domestic tourists and 372,865 foreign tourists) that calculated as 30.94% increasing from 2011 (Department of Tourism, 2013 Thai public and private sectors promoted the historical tourism to motivate the tourists to visit Thailand by marketing promotion which included advertisement, public relations, sales promotion, and personal selling. Whereas, the result of survey represented that 42.7% or more of the domestic tourists perceived travel information from word of mouth, 15.6% from television, and 3.1% from Tourism Authority of Thailand (Tourism Statistic Record in the South of Thailand, National Statistical Office, 2011). Marangkun et al. (2012) found that it is difficult for KohYoh to generate marketing promotion because there are a lot of departments (both tourism departments and histor...
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