Marketing Strategies Affecting Decisions to Choose Ecotourism Destinations of Generation Z Tourists in Thailand

Abstract

The objective of this study was to investigate factors of marketing strategies influencing decisionห to choose ecotourism destinations of Generation Z tourists in Thailand. The data were obtained from a questionnaire distributed to 400 respondents who were members of Generation Z, recruited using a convenience sampling method. The data were analyzed using the following statistical methods: percentage, mean value, standard deviation, correlation analysis, and multiple regression analysis. The results showed that the respondents’ overall opinions on ecotourism marketing strategies were rated as high in all aspects. Regarding individual aspects, the factor concerning product received the highest average score, followed by physical environment, and distribution, respectively.  In terms of factors affecting the respondents’ decision in choosing ecotourism destinations, the overall average rating was high when analyzed on a per-item basis. Tourists’ passion in eco-tourism was found to be the most influential factor, followed by information presented on destination’s websites. Most respondents reported that they always compare information from websites of eco-tourism destinations before making a choice where to visit. The results suggested that marketing strategies were significantly related to tourists’ decision to visit eco-tourism destinations, while marketing strategies in the aspects of process, product, physical environment, and price played significant roles on decision-making process in choosing ecotourism destinations of Generation Z tourists in Thailand.