Factors Affecting Thai Tourists’ Purchasing Decision on Outbound Package Tour in Bangkok Area

Abstract

The objectives of this research were: (1) to study factors affecting Thai tourists’ purchasing decision on outbound package tour in Bangkok area, and (2) to study outbound tour behavior of Thai tourists in Bangkok area. Conceptual framework was based on the concepts of demography, tourism, service marketing mix, consumer behavior and push-pull factors. Simple random sampling technique was applied to select 400 customers who had ever purchased outbound package tour from travel agencies in Bangkok area to answer self-reported questionnaire. Data were analyzed statistically by using frequency distribution, percentage, mean, standard deviation, and Chi-Square test. Research findings revealed that: 1) the majority of respondents were female, aged between 23 to 39 years with single status. They graduated with a Bachelor’s degree and earned average incomes of 15,000 to 30,000 Baht per month, 2) respondents had paid much attention to service marketing mix in all aspects. Price factor was the most average parameter, followed by people factor, and 3) personal factors affected tourist behavior to buy package tour; and the service marketing mix affected tourist behavior to buy package tour in a statistically significant level. These results implied that travel agencies should have improve marketing strategies continuously and should have emphasized price factor and people factor to differentiate and meet the needs of tourists.