FACTORS INFLUENCING TRAVEL DECISION ON CULTURAL TOURISM OF THAI TOURISTS, TRAVELLING TO SAMUT SONGKHRAM PROVINCE

Abstract

     This research was conducted to study factors influencing travel decisions on cultural tourism of Thai tourists who travelling to Samut Songkhram province. The sample group used in the research is the tourist population in Samut Songkhram province. The 400 sampling was collected by using a questionnaire (Questionnaire) as a tool in this study. The questionnaires were analyzed by using the Taro Yamane (Taro Yamane) formula and the statistics instrument used to analyze the hypothesis is Chi-Square Test, Independent Sample T- test and One WayANOVA by using the software program to process the data. The research results indicated that most of the sampling was female age between 21-30 years old, with a single status, and a monthly income between 20,001 – 30,000 Baht. Their educational level is Bachelor degree which is accounted for 50.30 percent. Most of the sampling were an employee of the private company, and their purpose of travelling is for relaxing on their holiday. They perceived their news from the internet and decided to purchase a touring package on their travelling because they thought that it is valued for money with the cost between 1,000 – 3,000 Baht. The duration of their travelling is within 1-3 days. The result of the hypothesis 1; indicated that the occupation, income, has a relationship with the tourism behavior with the statistically significance level of 0.05and the result of the hypothesis 2; about the tourist attractions, safety, price and place of accommodation affecting the decision to travel in Samut Songkhram province, moreover, has difference effect on the decision making on cultural tourism of Thai tourists travelling to Samut Songkhram province with the statistically significance level of 0.05