Thai Tourists’Travel Behaviors in Phranakhon Si Ayutthaya Province

Abstract

The main objective of this research was to study the travel behaviors of Thai tourists in Phranakhon Si Ayutthaya Province. It was conducted under a qualitative approach, applying in-depth interviews as the instrument. Selected by purposive sampling – classified according to age, occupation, and income – the sample consisted of 10 Thai tourists who had traveled to Phranakhon Si Ayutthaya Province at least once in the past 6 months (from October 2022 to March 2023). They were divided into two groups: 1) five Thai tourists who stayed overnight and 2) five Thai tourists who traveled on a one-day trip. Research results were presented in a descriptive form. This study also applied the triangulation method by comparing the results between the two sample groups and connecting them with related studies.

The results revealed that tourists’ characteristics affected their travel behaviors and patterns. The attributes of tourist attractions in Phranakhon Si Ayutthaya Province, such as beauty, convenience, attractiveness, etc., influenced tourists’ decisions and motivations for visits. In addition, the decision-making process of tourists consisted of several steps; namely, they decided to visit a particular attraction because its attributes were consistent with their characteristics. Moreover, they were more inclined to return when an attraction's features could satisfy their demands.