The Push-Pull Motivation Factors of Generation Y Tourists and their Travel Intentions towards Thainess Tourism
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This study explores the push-pull motivation factors of Generation Y tourists and their travel intentions towards Thainess tourism based on quantitative research. The close-ended questionnaire survey was used to collect data from 400 Thai Gen Y tourists and 343 valid responses were received to test the proposed model. Data was analyzed using Structural Equation Modeling approach. The CFA results present an acceptable fit (x2= 790.388; df. = 397; RMSEA = 0.054; CFI = 0.928; TLI = 0.921; SRMR = 0.076) The results reveal that the knowledge and social relations are push motivations, and the atmosphere is a pull motivation and that they all significantly affect the Thai Gen Y’s satisfaction with travel in Thailand, with the atmosphere of a destination having the highest effect. This finding suggests that when Thai Gen Y tourists feel satisfied with their travel in Thailand, they are interested to specifically try the traveling for Thainess tourism program. The results of this research will guide tourism planners and lead to a better understanding of Thai Gen Y travelers’ motivations, satisfaction, and travel intentions.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ต้นฉบับที่ได้รับการตีพิมพ์ในวารสารเพื่อการพัฒนาการท่องเที่ยวสู่ความยั่งยืน ถือเป็นกรรมสิทธิ์ของโรงเรียนการท่องเที่ยวและการบริการ มหาวิทยาลัยสวนดุสิต ห้ามผู้ใดนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นแต่จะได้รับอนุญาตอย่างเป็นลายลักษณ์อักษรจากโรงเรียนการท่องเที่ยวและการบริการ มหาวิทยาลัยสวนดุสิต นอกจากนี้ เนื้อหาที่ปรากฎในบทความเป็นความรับผิดชอบของผู้เขียน ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากเทคนิคการพิมพ์
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