รหัสดีโอไอ 10.14457/TU.the.2018.416
Title The study of upper-income tourists' behavior towards international travel
Creator Pummara Teradirek
Contributor K. Douglas Hoffman, Advisor
Publisher Thammasat University
Publication Year 2018
Keyword Outbound tourism ,Package tour ,International travel
Abstract This project is a contemporary topic in applied marketing focusing on international business in Thailand. It aims to understand Thai upper-income individuals’ behavior when they seek out international travel and what factors influence them in the decision-making process.Based on changes in travel trends, Thai tourists have changed from traveling within Thailand to traveling abroad. This trend is growing year by year; the number of tourists traveling abroad increased from 5.4 million in 2011 to 8.2 million in 2016, and this number is forecast to increase to 10 million in 2018. This increase represents an opportunity for the travel industry to capture rather than focusing only on inbound tourism.Thai tourists are choosing international travel as income per capita increases, consumer habits change, travel becomes more affordable, visa requirements are relaxed, and technology continues to advance. However, the free independent traveler (FIT) is an emerging trend that challenges traditional travel agents. Disruptive technology is the key to the emergence of FITs. Thai tourists prefer to manage their trips online by themselves, and the demand for package tours has decreased. This study focused on 3 major objectives as follows:1. to determine the characteristics of upper-income tourists; 2. to identify the influence factors on decision-making between independent tourists and package tour tourists when choosing international travel; and3. to identify the communication channels that impact upper-income tourists when they are choosing international travel.The results showed that upper-income tourists are international frequent flyers and self-confident in decision-making when they travel abroad. This study considers two types of consumers: package tour tourists and independent tourists. The most important factor that both groups consider in choosing a package tour is an interesting travel attraction. They bought a package tour because of convenience, saving time on travel planning, and safety, respectively. They often traveled with their families when they bought a package tour. The difference between these two groups was the source of information and channel to buy a package tour. The package tour tourist mostly got updated information and promotion from Google, while independent tourists got information from Facebook. The major channel for package tour tourists to buy a package was Facebook, while LINE@ was a major channel for independent tourists. The results also showed that package tour tourists intend to buy a package tour in the future, but some independent tourists also intend to buy them.This study helps marketing managers understand more about the needs and behavior of upper-income tourists to manage the marketing strategies to match consumers' need, promote the brand and provide promotion in the effective channels.
ดิจิตอลไฟล์ Digital File #1

บรรณานุกรม

Pummara Teradirek และผู้แต่งคนอื่นๆ. (2018) The study of upper-income tourists' behavior towards international travel. Thammasat University:ม.ป.ท.
Pummara Teradirek และผู้แต่งคนอื่นๆ. 2018. The study of upper-income tourists' behavior towards international travel. ม.ป.ท.:Thammasat University;
Pummara Teradirek และผู้แต่งคนอื่นๆ. The study of upper-income tourists' behavior towards international travel. ม.ป.ท.:Thammasat University, 2018. Print.