MARKETING-MIXED FACTORS INFLUENCING OUTBOUND TRAVEL INSURANCE PURCHASING DECISION OF THAI TOURISTS

Abstract

          The purpose of this research was to study marketing-mixed factors influencing outbound travel insurance purchasing decision of Thai tourists. The sample was 385 Thai tourists who have purchased outbound travel insurance. A questionnaire was used to collect data. Statistics used for data analysis were Frequency, percentage, arithmetic mean, standard deviation, t-test, one-way analysis of variance at the significantly different level of .05, and Pearson’s product-moment correlation. The results were as followed:

1. The majority of the respondents decided to buy travel insurance because of problem recognition.


2. When comparing the decision to buy travel insurance of the respondents, there were significant difference at .05 level among those classified by gender, age, marital status, and occupation. However, there was no difference among respondents different in education level and average monthly income.


3. The marketing-mixed factors correlated with the purchasing decision for travel insurance of respondents at a moderate level with the statistically significance at .05 The correlation coefficient (r) was 0.673.