BEHAVIORS AND NEEDS OF HIGH-POTENTIAL THAI TOURISTS TOWARDS DAIRY FARMS MANAGEMENT FOR TOURISM

Abstract

The research of Behaviors and Needs of High-potential Thai Tourists towards Dairy Farms Management for Tourism is a mixed method research with an in-depth interview, semi-structured interview. Data was analyzed with a content analysis method under Phenomenology. A qualitative research program called NVivo was used to conduct a Data Triangulate Check on a sample of 10 Thailand’s high-value tourists with personal income between 45,000 - 74,999 Baht / month. There is also a study of tourism decision making of Thailand’s high-value tourists by analyzing the Logistic Regression Model. 400 purposive samplings were targeted with the use of questionnaires. The researcher found that the results can be decoded into Nodes or 3 main components with 11 sub-components reflecting  behavior and needs of Thailand’s  high-value tourists towards management of dairy farming tourism including setting definitions of behavior and needs related to behavior of Thailand’s high-value tourists through a pre-purchase stage , a purchase stage and a post-purchase stage. Results showed that the needs of Thailand’s high-value tourists were significantly caused by the needs of their friends, - offspring’s family and themselves. As for the quantitative research, it was revealed that the researcher was able to create a Logistic Regression forecast equation: Ŷ(Travel Decision-Making) = 8.977 + 3.282 PRS + 6.967 PUS - 5.98 POS under the research’s hypothesis. The researcher was able to predict travel decisions of Thailand's high-value tourists. When the Purchase Stage increased by 1 level, the chances of making travel decisions to a dairy farm of Thailand’s high-value tourists would increase by 201.115 times. As for the Pre-purchase Stage, 1-level increase equaled to 182.066 times the chances of making travel decisions to a dairy farm of Thailand’s high-value tourists. Lastly, every 1 level decrease of Post-purchase Stage (Restrictions and/or Concerns) equaled a 182.066-time increase of the chances of making travel decisions to a dairy farm of Thailand’s high-value tourists respectively.