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This study aims to segment Thai tourists based on their travel motivations. The following sectionspresent, first, a conceptual framework on market segmentation and travel motivation. Following that,research methodology and results are presented. Finally, conclusions and management implications arediscussed. Understanding Thai tourist motivation would be useful in designing tourist products to betterattract and serve their needs. This study provides valuable information for destination managementorganizations and tourism suppliers interested in promoting their destinations to Thai tourists.บท
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