FACTORS INFLUENCING ASIAN TOURISTS’ DECISION IN SELECTING BANGKOK AS THEIR TRAVEL DESTINATIO

Abstract

This research aims to study the general characteristics and behavior of Asian tourists who decided to travel in Bangkok and to study the factors influencing Asian tourists’ decision in selecting Bangkok as their travel destination. The sample group used in this research was male – female Asian tourists who travelled in Thailand. In 2017, there were 1,243,720 tourists traveling in Thailand (Ministry of Tourism and Sports, 2560) which was classified by East Asian region, including China, Japan, Taiwan, North Korea, and South Korea by using the Taro Yamane table and a confidence level was set up at 95% with a standard deviation set not more than 5%. The 400 sampling was collected by using a questionnaire (Questionnaire) as a tool in this study. The results of the analysis of factors influencing Asian tourists’ decision in selecting Bangkok as their travel destination found that the overall opinion level is in a very high level, in tourist attractions, followed by the pricing of accommodation then social and political aspects respectively. From The hypothesis test 1 , the researcher found that age and tourists travelling behavior has significantly related to each other, categorized by reasons in travelling and people who have influence on decisions at level 0 .0 5 . Tourists’ income and travelling behavior was significantly related to each other, categorized by reasons in travelling, travel expenses and the frequency of travelling at level 0 .0 5 . Tourist’s occupation and travelling behavior was significantly related to tourist gender, categorized by reasons in travelling and travelling information awareness from any sources of media at level 0.05. From the hypothesis test 2, the researcher found that different age was significantly influence tourists’ decision in selecting Bangkok as their travel destination differently, categorized by pricing, accommodation at level 0 .0 5 . Tourist’s different occupations were significantly influence on tourists’ decision in selecting Bangkok as their travel destination differently, categorized by pricing at level 0 .0 . Furthermore, tourist’s educational level was statistical significantly influence on tourists’ decision in selecting Bangkok as their travel destination differently at level 0.05, classified by tourist attractions, pricing and accommodation respectively. Keywords: decision making, tourism, Asian tourists