The analysis of push and pull motivation factors for foreigners visiting Thailand: a case study of Phuket.

Abstract

The purpose of this study is to understand and describe push and pull motivation factors of foreigners who visit Thailand, particularly in Phuket province in order to know the key factors that affect their decision making. Also, both intrinsic and extrinsic factors are included and revealed in the study. This research uses quantitative approach with total of 80 respondents by distributing questionnaires survey at Suvarnabhumi International Airport. The finding of this research concludes that the main internal motivation factor of foreigners’ decision is relaxation in which they want to take a rest and get some relaxation in other places and countries. On the other hand, the most extrinsic factor toward their decisions coming to Phuket is it is quite easy to access and affordable in Phuket. In addition, the research shows that foreigners do not emphasize on variety seeking in Phuket much in which the result shows that there is no relationship of variety seeking toward their decisions. Therefore, foreign tourists tend to make decision in travelling based on mentioned factors. As a result, this research would assist tourist industry to understand and determine foreigners’ decision making factors in order that stakeholders in Phuket can use this research to attract more visitors which can lead to better and continuously growth of economic in Thailand. KEY WORDS: Push motivation / Pull motivation / Foreigners / Phuket