Factors Affecting the Decision to Buy a Big Bike Motorcycle of Thai People in Phuket
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Abstract
The research aimed to study the factors that affect the purchase of big bike motorcycles by Thais in Phuket province. It is quantitative research, where data were collected through questionnaires during April 2017 in the 23rd Phuket Bike Week 2017. 150 Thai respondents who are using motorcycles of 250cc or more answered the questionnaires. The findings demonstrate that the average income of a Thai who buys a big bike is between 30,001-50,000 baht per month. Thais do not only decide to buy a big bike for convenience in commuting around the city but also for touring
purposes. The 650cc motorcycle is the most popular for Thais; the Kawasaki brand is the most preferred,
and Sport-style motorcycle is the most sought after. For Thais, the features are the most significant items to be considered when making a buying decision. Most respondents are looking for touring abroad and the most interesting destination for them is the Lao People's Democratic Republic. As a result, the motorcycle preference in Thailand has changed significantly. Thais start to buy bigger motorcycles for traveling purposes rather than
mere commuting to work which is a basic need. Traveling overseas with a motorcycle is becoming
more attractive for Thai motorcyclists. The implications are of significance for motorcycle dealers, hospitality and tourism related businesses, and the Tourism Authority of Thailand (TAT) Phuket Office to better understand these rising trends and formulate the motorcycle tourism strategies that will benefit the tourism industry within the
province and region.
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