ปัจจัยที่มีอิทธิพลต่อพฤติกรรมการท่องเที่ยวประเทศไทยของนักท่องเที่ยวชาวญี่ปุ่น

Abstract

This study aimed to investigate the influential factors on the Japanese Tourists behavior traveling in Thailand. The samples consisted of 400 Japanese tourists traveling in Thailand. The research instrument used in the study was questionnaire in order to collect the data. The statistics used to analyze the data consisted of percentage, frequency, standard deviation, independent samples t-test, one-way ANOVA, and multiple regression analysis. The results showed that most of the questionnaire correspondents were female, between the age of 21 to 30 years old and holding a Bachelor’s Degree. They work as employees in a private company with an average income of 100,001 to 200,000 Japanese Yen per month. The results also showed the majority of correspondents viewed marketing mixes as the most influencing factors to their traveling behavior in Thailand. The study also revealed that there were no significant differences with respect to sex, age, or level of education that influence correspondents’ visiting purposes, tourists’ favorite activities and Information. However, there were factors such as differences in occupation, income and marital status influenced the traveling behavior. The study established differences in occupation influenced their visiting purposes, and tourists’ favorite activities. Differences in income caused different behavior with respect to purposes of travelling to Thailand whereas those who have different marital status have differing perspective on their receiving information behavior. The study also revealed marketing mix factors such as product and price also have an influence on visiting purposes and tourists’ favorite activities. Also price, place, promotion, process and physical factors are the marketing mix factors that influence the behavior of Japanese tourists traveling in Thailand.