Predicting Factors of Sustainable Tourism in Thailand
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Abstract
This research employed an online survey. The purposes of this research were to (1) investigate the lifestyles, information seeking behaviors, attitudes, subjective norms, perceived control behavior, intention and sustainable tourism behaviors among Thai tourists, (2) to examine the relationships between these factors and sustainable tourism behavior, and (3) to identify variables that explain sustainable tourism behaviors. Data was collected from 418 Thai tourists who travel in Thailand at least once a year. The findings revealed that the respondents’ lifestyles could be categorized into nine groups: (1) Fashion and trend enthusiasts, (2) Aware, caring, preserving and collaborative individuals, (3) Change-driven advocates, (4) Entertainment Spree, (5) Health and sport enthusiasts, (6) Challenger seeker and daring adventurer, (7) Passionate travelers, (8) Socially aware and politically active citizens, and (9) Family-oriented individuals. The study also found that lifestyles, information-seeking behaviors, attitudes toward sustainable tourism, subjective norms, perceived control behavior, and intentions were all positively related to sustainable tourism behavior. Furthermore, the research identified key variables that explained sustainable tourism behavior, including sustainable tourism intention, subjective norms, perceived control behavior, information seeking behavior through radio, lifestyle patterns of aware, caring, preserving and collaborative individuals, passionate travelers, and attitudes toward sustainable tourism. These factors had significant influences on sustainable tourism behaviors which can explain sustainable tourism behavior at 66.7 percent (R^2=0.667)
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References
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