Factors Influencing Family Tourism Decisions at Bangsaen Beach

Abstract

This research aims to study the factors influencing family travel decisions at Bangsaen Beach and to analyze the level of importance of various factors affecting these decisions. It is a quantitative study that used a convenience sampling method, with a sample size of 400 tourists. The data was collected through a questionnaire and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics, such as t-tests to compare the means of two groups and one-way ANOVA to compare the means of more than two groups, were also applied. The findings showed that the majority of respondents were female, aged 31-40 years, with a bachelor’s degree, working in private companies, earning an average monthly income of 15,001-30,000 Baht, and traveling with 4-5 family members. The research found that the factors of food ( x bar =3.69), atmosphere and facilities ( x bar =3.66), and satisfaction and travel experience ( x bar =3.63) were rated highly. Age and education level significantly influenced travel decisions at a 0.001 level. Profession and average income significantly affected food and travel experience factors at levels of 0.001 and 0.01, while family size significantly influenced the atmosphere and facilities at a 0.05 level.