A Study of Behavior and Motivation toward Intention to Repeat to Travel: A Case Study of Surin

Abstract

The purpose of this study aimed to study behavior, the relationship between personal factors and motivation for repeating visits of tourists in Surin. Quantitative research was used in this study. The research areas are Huai Saneng Reservoir, Sray Athitaya, Phanom Sawai Forest Park, and Ban Tha Sawang Silk Weaving Village in Surin Province. The sample group was 100 tourists using the random sampling method as convenient. The statistics used in data analysis included percentage, mean, standard deviation, Chi-Square Test by using questionnaires as a tool.

          The study showed that most of the tourists' behaviors come to travel more than 3 times. The most popular times are weekends with a one-day trip. The expense per trip is 2,001 THB or more. The purpose of tourism is relaxation. The type of trip found that as a group of friends which 2-3 people. Tourist information sources are online media (website and Facebook). Individual factors in terms of age, occupation, and median income were significantly correlated with tourist incentives in terms of attraction, amenities, and public relations as follows: 1) different ages of tourists affect their incentives for toilet facilities to be clean and adequate, 2) different occupations of tourists affect the reputation of a tourist attraction and tourism information from the radio media, and 3) different incomes of tourists affect the reputation of tourist attractions and tourism information from radio and television media.