Gap year tourists' motivation and decision-making behavior in Thailand

Abstract

The objective of this study are (1) to determine the socio-demographic characteristics and travel patterns of gap year tourists travelling to Thailand, (2) to identify the influential factors on gap year tourists' motivation for travelling to Thailand, (3) to identify the influential factors decision-making behavior on gap year tourists have made in term of choice of destinations, transportations, activities, accommodations and foods whilst travelling in Thailand and (4) to develop guidelines for promoting and improving tourism products and services for gap year tourist to visit Thailand. There were 405 effective questionnaires were analyzed in SPSS program. The questionnaires were distributed in Bangkok, Phuket, Chiang Mai and Koh Samui at major tourist attractions, budget accommodations and transportation hubs. The finding revealed that the three main motivation that attract gap year tourist to visit Thailand were: to learn and experience another culture, to learn and experience another country, and to find thrill and adventure. Whereas, important attributes of gap year tourists' decision-making on tourism products and services were; friend and relative recommendation, natural and cultural, new and unique location, price, atmosphere and location of accommodation, and taste, freshness and hygiene of food. In addition, difference demography and travel plan of gap year tourist have difference motivation and decision-making on tourism products and services. The result of finding were discussed with other literatures to create the guideline for Thai government and private sectors in order to manage tourism products and do marketing plan in the future.