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An Exploration of Push & Pull Motivational Factors: A Case Study of Indian Wedding Couples in Phuket |
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| รหัสดีโอไอ | |
| Creator | Nattinee McMillan, Tatiyaporn Jarumaneerat |
| Title | An Exploration of Push & Pull Motivational Factors: A Case Study of Indian Wedding Couples in Phuket |
| Publisher | Faculty of International Studies, Prince of Songkla University |
| Publication Year | 2557 |
| Journal Title | Journal of International Studies, Prince of Songkla University |
| Journal Vol. | 4 |
| Journal No. | 2 |
| Page no. | 133-156 |
| Keyword | Indian wedding, push factors, pull factors |
| URL Website | http://jis.fis.psu.ac.th/index.php/en/ |
| ISSN | 2228-8864 |
| Abstract | This research aims to explore push and pull factors that influence the selection process of Indian wedding couples coming to Phuket. The theories of tourist decision making and the push-pull motivation theories are used as the theoretical basis of the study. Qualitative methodology has been used as the primary form of data collection. Twenty five semistructured interview questions were conducted with seven Indian wedding couples, five parents of Indian wedding couples, seven Indian wedding organizers and six hotel representatives. The transcripts were analyzed by thematic content analysis. The results suggested the top three push factors were novelty, positive past experience in Phuket, and limitation of number of guests to be invited. On the other hand, three leading pull factors were beautiful scenery, convenient accessibility, and reputation and hotel experience. The results also indicated that Phuket's strengths were its recognized expertise in Indian weddings and the fact that Phuket offers excellent value for money. By contrast the limited capacity of venues for larger events remains the islands major weakness. Being a value for money destination and flexible with Indian traveller's requests, these are both key critical factors in maintaining the competitiveness of Phuket as an Indian wedding destination. |
