TOURIST PREFERENCES AND EXPECTATIONS ON HEALTH TOURISM OF BAN THUNG PRADU, PRACHUAP KHIRI KHAN PROVINCE, THAILAND

  • Nalin Simasathiansophon Suan Sunandha Rajabhat University, Bangkok

Abstract

This research aims to study tourist preferences and their expectation on health tourism of Ban Thung Pradu. Tourist motivation had been exploded in terms of push and pull type of motivation. The research also analyzed service marketing mix (7 Ps) which affecting tourist decision to travel to Ban Thung Pradu. Population of this study was those tourists who visited Ban Thung Pradu. Probability sampling method, simple random sampling, was used to select sample group. There were 69 samples in this research. The questionnaire had been used to collected data from samples. Questions consisted of tourist motivation and service marketing mix. Reliability score of this questionnaire, according to type of factors, was as follow; tourist motivation was .941, decision-making was .939, service marketing mix-product/service was .775, service marketing mix-price was .763, service marketing mix-place/distribution was .699, service marketing mix-promotion was .831, service marketing mix-personal was .882, service marketing mix-physical was .853, and service marketing mix-process was .912. Statistic used in this research includes frequency, average, and multiple regressions.

The results illustrated that learning new experience from new environment was mostly influence on tourist decision-making. The next motivations influenced decision-making include the reward received after hard work, spending time with friends, having good vacation, and participating in an interesting activity respectively.

Decision-making in terms of activity was affected by motivation the most. This was, probably, because of interested activity, good home stay, and the professional of service provider in Ban Thung Pradu. Moreover, learning the new lifestyle and spending time with friends also influenced tourist to participate with health-related activity.

In terms of service marketing mix, the result shew that price and place were most influenced decision-making of tourists. This was because the price of health-related activity is cheap when comparing with others health-related activities. Furthermore, the professional of service provider and the safety of service area also influenced the tourist decision-making to visit Ban Thung Pradu.

Author Biography

Nalin Simasathiansophon, Suan Sunandha Rajabhat University, Bangkok

International College, Suan Sunandha Rajbhat University,

 Bangkok, Thailand

Published
2019-11-28
How to Cite
Simasathiansophon, N. (2019). TOURIST PREFERENCES AND EXPECTATIONS ON HEALTH TOURISM OF BAN THUNG PRADU, PRACHUAP KHIRI KHAN PROVINCE, THAILAND. International Conference "Actual Economy: Local Solutions for Global Challenges", 490-494. Retrieved from https://conferaces.com/index.php/journal/article/view/136