Behavior and motivation of Thai tourists at Bangsaen Beach, Sansuk subdistrict, Mueang Chon Buri district Chonburi province

Abstract

          The research, Behavior and motivation of Thai tourists at Bangsaen beach, Sansuk sub-district, Mueang Chon Buri district, Chonburi province, aims to study the tourist behavior at Bangsaen beach and explore the tourist motivation after Covid-19 pandemic crisis. The sample group is 400 Thai tourists who have visited Bangsaen beach before be reported by frequency, percentage, mean, and standard deviation.

           The results found that most of the responders were males who aged between 31 – 40 years old, have singe status, graduated in Bachelor's degree or equivalent, working in private companies, and earn 20,000 – 30,000 baht per month. Participants usually travel to Bangsaen beach by their personal car during the weekend (Saturday to Sunday) for relaxation and stayover one night with friends. The expenses are 1,001 – 2,000 baht per trip. Most tourists searching travel information via internet. The motivation of  decision to visit Bangsaen beach in general shows highest level (= 4.17, SD = 0.08), specifically,  in facilities (= 4.54, SD = 0.61), the location (= 4.51, SD = 0.78), price of products and activity equipments (= 4.43, SD = 0.74), price of food and beverage (= 4.40, SD = 0.77), convenience of traveling to Bangsaen beach (= 4.37, SD = 0.88), and activities (= 4.34, SD = 1.06) respectively.