Confirmatory Factor Analysis of Marketing Mix Factors and Motivations Affecting Thai Tourists' Intention to Travel with Dogs

Abstract

This research aimed to study 1) the marketing mix factors affecting the intention to travel with pets of Thai tourists, 2) the relationship between motivation and intention to travel with pets of Thai tourists, and 3) the relationship between marketing mix factors and intention to travel with pets of Thai tourists. Data were obtained from a sample of 400 Thai tourists who were dog lovers, selected via online channels using incidental methods. The main research instrument was a questionnaire. The main data analysis methods were descriptive statistics and inferential statistics. The data were analyzed using Confirmatory Factor Analysis (CFA) and multiple regression analysis.

            The research found that most dog owners were female, aged 21-35 years, and had a monthly income of 20,001-40,000 baht. The motivation item with the highest impact on the intention to travel with a pet was the attachment to the pet ( ). The marketing mix factor that had the highest impact on the intention to travel with a pet was the price ( ). The results of testing hypothesis 1 using stepwise multiple regression analysis found that the motivation to travel with a pet could predict the intention to travel with a pet in 2 aspects: 1) the perception of benefits that pets receive and 2) the social interaction aspect, with statistical significance at the 0.05 level. However, the aspects of attachment to a pet, prestige and novelty could not predict the intention to travel with a pet of Thai tourists. The results of testing hypothesis 2 using stepwise multiple regression analysis found that the marketing mix could predict the intention to travel with a pet in 3 aspects: 1) products and services, 2) places, and 3) promotions, with statistical significance at the 0.05 level. The price factor could not predict the intention to travel with a pet.