Motivation Factors for Choosing Overseas Travel Service

  • อังศุมาลิน ประสพพันธุ์
  • ไกรชิต สุตะเมือง
Keywords: Integrated marketing communication, motivation, overseas travel service

Abstract

The purpose of this study is to examine and compare various motivation factors for choosing overseas travel service. Specifically, there were three main aspects to the study which can be summarized in the following: the effect of demographic factors on their motivation for choosing overseas travel service, the relation between integrated marketing communication and traveler’s motivation for choosing overseas travel services, and other motivation factor for choosing overseas travel service. The sample was taken on 400 travelers. A questionnaire was administered to obtain data which were analyzed using frequency values, percentage, average, standard deviation values and hypothesis testing. Statistics were derived using ANOVA and Multiple Regression Analysis (MRA) to evaluate t-test F-test value Sig correlation coefficient (R) coefficient set (R2) and measure the distribution of error values. Analysis was then performed on the relationship of different variables with .05 significance level and appears in the following. The result of hypothesis testing found that Provider factors.; Brand Image, Brand Loyalty, and Trust had effect on traveler’s motivation for choosing overseas travel service in statistical significantly .05. Integrated marketing communication factor only sales process had effect on traveler’s motivation for choosing overseas travel service in statistical significantly .05. Demographic factors; sex age, marital status, education, position, and income had no effect on traveler’s motivation for choosing overseas travel service.

Published
2014-06-27
How to Cite
ประสพพันธุ์อ., & สุตะเมืองไ. (2014). Motivation Factors for Choosing Overseas Travel Service. Business Review Journal, 6(1), 37-50. Retrieved from https://www.tci-thaijo.org/index.php/bahcuojs/article/view/143757
Section
Research Articles

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