Examination of travel decision making and effects of demographic factors : A case study of Australian and Chinese tourists travelling to Phuket

Abstract

The study of Role of demographic profiles and nationalities: A case study of Australian and Chinese travelling to Phuket was collected from a sample of 400 tourists consisting of 138 from Australian tourists and 262 Chinese tourists. The survey asked tourists to respond personal information, decision making before travelling to Phuket and evaluation of alternative. Analysing of the results and testing hypotheses focused on the differences of demographic factors that are influential in travel decision making of Australian and Chinese also the differences of decision making between Australian and Chinese in the stage of problem recognition, information search and in the stage of evaluation of alternatives. The result of the study indicates that Australian and Chinese tourists, who visited Phuket, were more male than female, and most of the Australian was single and the Chinese was married. Both groups of tourists were at the age of 25 - 34, with an estimate monthly income of US1,001-2,500 for Australian and US 2,501-4,500 for Chinese tourists. In term of education level, most respondents from both nationalities had bachelor degree. Meanwhile Australian tourists were in Administrative Support and Management, and most of Chinese tourists were in management related occupation. Base on factor analysis, in the process of Problem Recognition, the study found that the difference between men and women, women focus more on the relaxation with good scenery than men. Tourists aged 18-24 years pay higher level of importance to various motives than those groups of tourists. To enjoy a variety of nightlife entertainment is only one factor that is significantly different among tourists with different marital status and tourists with incomes lower than US 1,000 who would pay attention to every factor due to limitation of budget. For process of Information search, Tourists aged between 18-24 years old were found to be interested in using social networks for finding information over other age groups. However, tourist occupation difference in sources of information that the result show almost social network channel. Therefore, Evaluation of Alternative process shown that the main things about Phuket in their perspective is that Phuket is a peaceful and restful atmosphere, having a variety of activities, Phuket has the most beautiful beaches in the world, with a variety of food and beverage and Phuket has beautiful scenery (sea, sand, sun). Tourists decided to come to Phuket, because their family thought Phuket was a nice idea to choose as a travel Destination. Perspective of tourists that affect the decision to visit Phuket, there are two interesting points that every income group looks at: It is easy to communication to local people, Phuket people are very kind and helpful and Phuket is rich of historical and cultural places. As hypothesized, the results found that Australian tourists are reported to have a variety of needs that are sought for while travelling. Particularly, as compared to Chinese tourists, needs of Australian tourists to travel to Phuket are appeared to be triggered by the needs. On the other hand, motives to learn about other cultures enjoy a variety of islands and beaches, also happy with a choice of spa, massage and healing activities and have a good time with a variety of entertainment and amusement activities are not found to be different between these two nationalities. For the source of information, Tourists from Australia often acquire information from the Internet, past travel experience and reviewing from social media. In the same time, it is not surprising that most information used by Chinese tourist were Weibo and Baidu. In particular, "Visiting Phuket was totally under my control" was rated much stronger by Australian than Chinese. It was recommended and suggests that it would be great to develop strategies of different marketing between Western and Asian countries also create online media that consists of new tourist attractions, beaches and new activities that are always up to date via various channels such as videos on YouTube, Facebook, Instagram, Reviewing Website ig. While, TAT should do the advertising and the campaign for "Family and Friend" via Chinese Government which has great influence on perception of Chinese people and also publish on their popular channels Weibo and Baido. Eliminate or contain negative news or thing that might create a negative image for Phuket or likely that tourists will feel unsafe that will effect to change the destination of tourists. Therefore, it is significant for TAT to take steps to promote Phuket as a destination not only for beaches but also year-round festivals, night entertainment, shops or local products, to generate differentiate destination image from the competitors. Completing along, it will bring better and valued tourism atmosphere together with increasing a significant multiplier effects on local entrepreneur.