FACTORS AFFECTING THE REVISIT INTENTION OF TOURISTS TO TRAVEL TO KOH PHANGAN, SURAT THANI PROVINCE

Abstract

The aims of this study were 1) to compare the intention to revisit Koh Phangan, Surat Thani province, based on individual factors and tourist behavior, and 2) to study travel motivations, awareness of tourism readiness, and marketing mix factors affecting tourists' intention to revisit Koh Phangan. This mixed-method research comprised both quantitative and qualitative research. Quantitative data were collected from 400 Thai and foreign tourists who had visited Koh Phangan at least twice using questionnaires. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, ANOVA, and multiple linear regression analysis at a significance level of 0.05. Qualitative data were collected through interviews with six government officials and business owners in the tourism sector in Koh Phangan, and four tourists. Content analysis was used to analyze the qualitative data. The quantitative results indicated that travel motivations affecting the intention to revisit Koh Phangan included  1) interpersonal and physical aspects with the coefficient of determination of 0.180,   2) awareness of tourism readiness affecting the intention to revisit Koh Phangan including attractions and perceptions with the coefficient of determination of 0.248, and  3) marketing mix factors affecting the intention to revisit Koh Phangan including products and physical characteristics with the coefficient of determination of 0.191. The qualitative results revealed that factors attracting tourists to Koh Phangan included the natural beauty, variety of tourist attractions, and diverse activities.