An Analysis of Thai Tourists’ Needs and Behavior Paths towards Creative Tourism Models in Digital Age

Abstract

This research aimed to 1) study the demographic data in terms of sex age and income which affected the consumer needs and behavior paths of Thai tourists, and 2) explain the relationship between the needs and behavior paths of Thai tourists towards the creative tourism models in the digital age. This research used a survey as a tool and retrieved data from 430 Thai tourists using the simple random sampling technique. The data were analyzed using Frequency, Percentage, Mean, Independent samples t-test, One-way ANOVA, and Multiple Regression Analysis. The research results showed that the tourists were satisfied with the needs and behavior paths of the attraction at the highest level, and the creative tourism pattern was found to be satisfied with cultural and community tourism at a high level.

The hypothesis testing found that the different sex had no effect on the needs and behavior paths of Thai tourists with the statistical significance at 0.05 level. However, the different age group and amount of income had different effects on the needs and behavior paths of Thai tourists with the statistical significance at 0.05 level. There was at least one pair of age and income group that had a difference such as the group of age 15-25 years old and 37-47 years old including the group of lower than or 10,000 baht income and the group of 50,001 baht or higher. The analysis of the needs and behavior paths of Thai tourists found that only the Awareness aspect affected the creative tourism models with the statistical significance at 0.05 level. Besides the aspect of Appeal, Ask, Act and Advocate had no correlation with the creative tourism models with the statistical significance at 0.05 level.