Stimuli Influencing the Travel Decision-making of Mutelu Tourists in Thailand

Abstract

This study aimed to (1) examine the relationships between marketing stimuli and the travel decision-making of Mutelu tourists, (2) examine the relationships between other stimuli and their travel decision-making, (3) analyze the effects of marketing stimuli on travel decision-making, and (4) analyze the effects of other stimuli on the travel decision-making of Mutelu tourists in Thailand.

The sample consisted of 400 Thai Mutelu tourists, selected using a convenience sampling method. Data were collected using a structured questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics, namely the Pearson correlation coefficient and multiple regression analysis: Enter Method, were employed to test the research hypotheses.

The findings revealed that marketing stimuli, consisting of product, price, place, and promotion, as well as other stimuli, consisting of economic, political, social, and technological factors, were significantly related to the travel decision-making of Mutelu tourists at the .01 level. Moreover, the results of the Enter multiple regression analysis showed that both groups of factors significantly influenced travel decisions at the .05 level. Among these factors, promotion and technology had the strongest influence, whereas political factors had no significant effect on travel decisions.