The Influence of Motivation on the Satisfaction Thai of Tourists Travelling to Nan Province

Abstract

              This study aimed (1) to investigate the motivational factors—including push and pull factors driving Thai tourists to visit Nan Province, and (2) to analyse the influence of both push and pull motivations on the satisfaction of Thai tourists travelling to the province. A quantitative research method was employed, and data were collected through questionnaires administered to 395 Thai tourists visiting Nan Province. The statistical techniques used for data analysis included frequency, percentage, standard deviation, and Multiple Regression Analysis.

              The findings revealed that push and pull motivational factors jointly predicted tourist satisfaction at a statistically significant level (Sig. = 0.001). The model demonstrated a high level of correlation (R = 0.795) and explained 63.20% of the variance in tourist satisfaction (R² = 0.632). Considering the influence of each independent variable, both push factors (B = 0.217, p < 0.05) and pull factors (B = 0.552, p < 0.05) had significant positive effects on tourist satisfaction, with pull factors exerting a noticeably stronger influence than push factors. Based on these results, the study recommends that relevant agencies prioritise the development and enhancement of destination pull attributes to maximise tourist satisfaction.