MOTIVATION OF PUSH-PULL FACTOR AFFECTING AGRITOURISM DECISION IN THAILAND
Keywords:
Agritourism, , Motivation in Tourism, , Push-Pull Factor, , Decision TableAbstract
The purposes of this research were to determine the motivation of the push factor affecting agritourism decisions in Thailand and the motivation of the pull factor affecting agritourism decisions in Thailand. The conceptual framework was based on Maslow's hierarchy of needs, the theory of travel and career ladders, and the push-pull motivation concept. A stratified random sampling technique was applied to select 523 people in Bangkok and other areas to answer an online questionnaire. The data were analyzed by a structure equations model (SEM).
According to the research findings, the push-factors that significantly influenced agritourism decisions were (1) emotional factors, (2) personal factors, and (3) orchard status factors. Physical factors influence emotional factors, status factors, and cultural factors, thereby influencing agricultural status factors with statistical significance. (1) Amenities factors, (2) Accessibility factors, and (3) Image factors were identified as pull-factors that significantly influenced agritourism decisions. Natural and tourism activity factors have statistically significant effects on image factors.
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