การเปรียบเทียบแรงจูงใจปัจจัยผลักและปัจจัยดึงในการมาท่องเที่ยวประเทศไทย ของนักท่องเที่ยวจากกลุ่มประเทศยุโรป กลุ่มประเทศอเมริกา และจากประเทศสาธารณรัฐประชาชนจีน

Abstract

The objectives of this research were to examine both the push-factor and the pull-factor motivations of tourists from Europe, the Americas and China visiting Thailand. Questionnaires were used as tools for collecting data from tourist samples in Bangkok, Pattaya, Chiang Mai and Phuket. The data analysis results revealed significant differences in both push-factor and pull-factor motivations between the three nationality groups. Two major push-factor motivations of the European tourists were fulfillment/cultural understanding motivation and kinship relationship enhancement motivation. The tourists from the Americas were pushed by novelty-seeking/cultural understanding motivation and kinship relationship enhancement motivation. The Chinese tourists were pushed by fulfillment/prestige and cultural understanding motivation. With regards to the pull-factor motivations, the European tourists were pulled by the following pull-factors: 1) variety of attractions 2) the price factor 3) rural, indigenous lifestyles 4) images projected such as beaches, and places shown in movies 5) food and accommodation. The tourists from the Americas were pulled by 1) tourism amenity/common expectation 2) tourism resource and activity 3) images projected in movies and night entertainment 4) temples and palaces

5) unique Thai-style tourism/Thai rural lifestyle. The pull-factor motivations for the Chinese tourists were: 1) tourism amenity/common expectation 2) unique Thai tourism activity/ traditional rural lifestyle and beaches 3) souvenir/temple and palace 4) the price factor and 5) images projected in movies and night entertainment.