Analysis of Push and Pull Travel Motivation of Foreign tourist to LocalMarkets: a case study of Phuket, Thailand

บทคัดย่อ

The purposes of this study were 1) to investigate the push and pull motivations of international
tourists visiting local markets in Phuket, 2) to explore the differences of travel motivation
amongst international tourists visiting local markets in Phuket, and 3) to identify the attractiveness
of Phuket’s local market based on the perception of international tourists. The study employed a
quantitative approach. A questionnaire was developed and used as the primary research tool in
collecting data from the 432 international tourists. Frequency, percentage, t-test, and ANOVA were
used to analyze the obtained data. The findings revealed that the main push factors motivating
international tourists to local markets in Phuket were 1) to try the local food, 2) relaxation, and 3)
to gain new experiences by traveling abroad. Whereas significant pull factors were: 1) the availability
of fresh fruits, 2) the unique atmosphere, and 3) inexpensive prices. The study also revealed that
the local food was the primary local market’s attractiveness in the view of international tourists. It
also served as an important consideration for tourists when thinking of returning to visit these markets.