Structural Equation Model of Factors Affecting Decision Making of the Millennial Tourist in Urban Tourism Khon Kaen Province

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Putthasak Kumjorn
Jinnapas Pathumporn


        Research on Structural Equation Model of Factors Affecting Decision Making of the Millennial Urban Tourist in Khon Kaen Province. The objectives are to 1) Study the tourism behavior of The Millennial Urban Tourist in Khon Kaen Province and 2) Study the factors Affecting Decision Making of the Millennial Urban tourists in Khon Kaen Province. Moreover, 3) Development of a structural equation model, factors Affecting Decision Making of the Millennial Urban Tourist in Khon Kaen Province. The Methodology is quantitative research, questionnaires distributed to 400 sample millennials. Data were analyzed with descriptive statistics and the Structural Equation Model.

The findings revealed that 1) tourism behavior of millennials in Urban Tourism Khon Kaen province. Most of the main objectives are tourism to Leisure in the city (23.0%), Tourism frequency of more than 3 trips per month (56.0%), Tourism knowledge on Facebook Fan Page (21.4%), Car Tourism patterns by private cars (67.3%) Tourism companions Tourism is friends (64.8%). People who influence travel decisions are Self-determination (56.8%) and no overnight Tourism (78.8%). Saturday - Sunday (73.5%), transportation costs 201-300 baht (24.5%), food and beverage costs 501 baht or more (32.5%), accommodation (in case of overnight) 501-700 baht (6.8%). Participation fees such as Registration fee, entrance fee, visiting ticket fee of 50-100 baht (33.5%), and souvenir/souvenir fee of 300-500 baht (43.5%). 2) The push factors that affect the decision-making of Urban tourism in Khon Kaen province are going to have fun as well as pull factors that affect the decision-making to Urban tourism in Khon Kaen province. Urban lifestyle is an activity of tourism, tourism, urban lifestyle Khon Kaen Province, for example, city sightseeing, food and drink tasting, viewing wall art Worship holy things. 3) Structural Equation Model found that the push factors of tourism had no significant influence on travel decision-making. However, the pull factors of tourism significantly influence the decision-making. Moreover, the decision-making significantly influences the satisfaction of tourism.


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Kumjorn พ. ., & Pathumporn จ. . (2022). Structural Equation Model of Factors Affecting Decision Making of the Millennial Tourist in Urban Tourism Khon Kaen Province. KKBS Journal of Business Administration and Accountancy, 6(1), 68–93. Retrieved from
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