[PPT]Behavior of Korean tourism in Thailand

The Korean travel market is one of the important international markets for many Southeast Asian destinations. With the well-established economy and emergence of affluent middle class, millions of Koreans travel abroad each year for leisure and holiday purposes. However, Thai researchers are yet to pay attention to investigate this important segment. In order to increase the number of Korean travelers to Thailand, it is important for destination marketers to learn and understand their travel related behaviors for developing appropriate marketing strategies for the target market. This study, therefore, aims to examine travel motivations and tourist behaviors of Korean travelers to Thailand by using the theory of push and pull motivations as a conceptual framework.

A self-administered questionnaire survey was used to collect data from Korean travelers who were visiting Thailand. The results of factor analysis identified three push and two pull factor dimensions. The three push factors (travel motives) were ‘fun & relaxation’, ‘novel experience’, and ‘socialization’, whereas the two pull factors (destination attractions) included ‘attraction variety & costs’ and ‘safety & cleanliness’. Among them, ‘fun & relaxation’ and ‘attraction variety & costs’ are regarded the most important push and pull factors, respectively. In addition, chi-square tests and analysis of variance (ANOVA) were employed to examine statistical differences among different demographic subgroups. The results revealed that there were some statistical differences in travel behaviors, push and pull factors and tourist satisfaction among Korean travelers.

The results of the study provide practical implications that can be helpful for both policy makers and industry practitioners to develop appropriate marketing strategies and tourism products for the Korean travel market. In addition, the findings will contribute to the tourism literature in the area of travel motivations and tourist behaviors.

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http://learners.in.th/file/milla11tatthn/Behavior.mht