Factors Influencing Generation Z’s Travel Decisions to Floating Markets in Central Thailand: A Case Study of Undergraduate Youth

Abstract

          This research article aimed to: (1) study the pull factors attracting Generation Z to visit floating markets in the central region of Thailand; (2) examine the factors possibly discouraging Generation Z from traveling to floating markets; and (3) explore Generation Z’s perspectives on promoting floating market tourism in the present era. This qualitative research employed semi-structured interviews with 27 undergraduate students aged 16-24 from various faculties, academic years, and hometowns. The participants were selected using purposive sampling, and the data were analyzed through content analysis.

          The findings revealed that the main pull factors attracting Generation Z to floating markets included the diversity of activities, the uniqueness of local culture, the availability of rare traditional foods, and the opportunity to take photographs for social media sharing. The key obstacles to floating market tourism among Generation Z included overcrowding, inconvenient transportation, and a lack of adequate facilities. Based on these findings, it is recommended that the development and promotion of floating markets to attract young travelers should focus on improving facilities, developing applications providing information and facilitating trip