รหัสดีโอไอ 10.14457/TU.the.2020.355
Title The study of Thai customers on motivation and online behavior when planning wellness travel
Creator Sareefa Mitmana
Contributor Kenneth E. Miller, Advisor
Publisher Thammasat University
Publication Year 2020
Keyword Wellness, Wellness travel, Online media, Travel
Abstract In 2019, 45% of wellness travelers in Thailand were foreigners. However, in 2020 there was a pandemic that prevents people from traveling internationally. The travel industry in Thailand which targeted outbound customers had to change their strategy to target Thai travelers. One of the challenges is that many service providers are unfamiliar with Thai travelers - their motivation, behavior, and factors that influence their decision making.The study of Thai customers on motivation and online behavior when planning wellness travel is a study on technology opportunity in the aspect of applied marketing. This study focuses on Thai customers - motivation to have wellness traveling, how they plan the trip, and what wellness activities can attract Thai customers.The research methodology is exploratory and descriptive research. The exploratory research consisted of secondary research and in-depth interviews. The findings from the exploratory research were validated through descriptive research by an online questionnaire.According to study findings, Thai travelers are divided into two psychological segments based on their travel motivation. There are two types of travelers: leisure and wellness.The differences between these two segments can be seen in the types of wellness activities they expect to do while traveling and how they schedule their trips. This study also makes suggestions for service providers in Thailand who want to develop their marketing strategy by using the findings.
ดิจิตอลไฟล์ Digital File #1

บรรณานุกรม

Sareefa Mitmana และผู้แต่งคนอื่นๆ. (2020) The study of Thai customers on motivation and online behavior when planning wellness travel. Thammasat University:ม.ป.ท.
Sareefa Mitmana และผู้แต่งคนอื่นๆ. 2020. The study of Thai customers on motivation and online behavior when planning wellness travel. ม.ป.ท.:Thammasat University;
Sareefa Mitmana และผู้แต่งคนอื่นๆ. The study of Thai customers on motivation and online behavior when planning wellness travel. ม.ป.ท.:Thammasat University, 2020. Print.