MOTIVATIONS OF THAI GENERATION Z TOURISTS INFLUENCING THEIR DECISION TO CHOOSE CHIANG MAI AS A TRAVEL DESTINATION

Abstract

This research aimed to 1) investigate the motivations and decision-making processes of Thai Generation Z tourists in selecting Chiang Mai as a travel destination, 2) examine the influence of personal factors specifically average monthly income on push and pull travel motivations, and 3) analyze how such motivations affect travel decision-making. The study employed the push and pull motivation theory and the consumer decision-making theory as conceptual frameworks. The sample consisted of 385 Thai Generation Z tourists aged 18–28 years, selected using convenience sampling. The research instrument was a questionnaire that covered push motivation, pull motivation, and travel decision-making. The questionnaire was validated for content validity and had a Cronbach’s alpha coefficient of 0.85, indicating acceptable reliability. Descriptive statistics, including percentage, mean, and standard deviation, were used to analyze the data. Inferential statistics, including one-way analysis of variance (ANOVA) and multiple regression analysis, were used to test the hypotheses.

The findings revealed that

1. The overall level of push motivation was high (mean = 4.16), with relaxation and stress reduction being the highest-rated factor (mean = 4.45). The overall level of pull motivation was at the highest level (mean = 4.26), with diverse tourist attractions being the most significant factor (mean = 4.44). The overall level of the travel decision-making process was high (mean = 4.11), with post-travel behavior receiving the highest rating (mean = 4.38).


2. 2. Average monthly income was significantly associated with travel motivations at the 0.05 significance level (P < 0.05).


3. Push and pull motivations had a positive influence on travel decision-making and could explain 43% of the variance in travel decision behavior (R² = 0.43).