Factor Analysis of High Value Tourists in the South of Thailand
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Abstract
This research aimed to study the behavior of high-value tourists in southern Thailand and classify high-value tourist groups according to the travel behavior of tourists in the southern region of Thailand. By applying the concept of customer value and modern marketing concepts in understanding high-value tourism. By applying the concept of customer value and modern marketing concepts in understanding high-value tourism. This research focused on the high-value tourist market that is quality tourists who are long stay tourists, high purchasing power and travel in an environmentally friendly manner. These tourists are willing to pay for products or services which can respond their value. This group of tourists expect to learn and create experiences during the trip, especially the local way-of-life. The sample group in this study was high-value domestic and international tourists who traveled to 9 awarded tourism attractions in Phuket, Krabi, Nakhon Si Thammarat, Chumphon, and Songkhla. The data were tested the reliability and validity with a group of 30 respondents and found that the Cronbach’s alpha coefficient was 0.957. After revised the questionnaires, data were collected from 515 respondents. The data were analyzed through descriptive statistics and factor analysis. To classify the factor, the KMO value was analyzed, found to be equal to 0.914 and all 13 components were obtained with the variance percentage of all components that could explain the variable set equal to 67.59 % and each factor is classified by the factor loading that are greater than 0.30 and contains at least 3 variables, with the following components: Factor 1 Leisure, Factor 2 Adventure Tourists, Factor 3 Esteem Seeker, Factor 4 Special Interest Tourist, Factor 5 Chill Out Tourist, Factor 6 Mass Tourist, Factor 7 Water Activity Tourism, Factor 8 Learning Tourism Factor 9 Traveler Factor, 10 City Tour, Factor 11 Sightseeing, Factor 12 Local Experience, and Factor 13 Wellness Tourism.
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