The Influence of Tourism Motivation and Integrated Marketing Communication on Tourism Decisions of Thai Tourists in Koh Samui, Suratthani Province

Abstract

This article aims were to study 1) The level of tourism motivation and integrated marketing communication on tourism decisions of Thai tourists in Koh Samui, Suratthani province and 2) The influence of tourism motivation and integrated marketing communication on tourism decisions of Thai tourists in Koh Samui, Suratthani province. The data collected by questionnaires, testing with 350 samplings who Thai tourists visited Koh Samui, Suratthani province. The research sampling was connivance sampling. The reliability value was 0.817 of the questionnaires. The statistical analyzed data were percentage, mean, standard deviation and the confirmation component analysis.

Results of the research showed that 1) Overall, Thai tourists visited Koh Samui, Suratthani province had opinion to tourism motivation at a good level, The integrated marketing communication was at a good level, The influence of social media review sources was at a good level and the tourism decisions of Thai tourists in Koh Samui, Suratthani province was at a high level. 2) a causal relationship models of tourism motivation and integrated marketing communication on tourism decisions of Thai tourists in Koh Samui, Suratthani province were congruent with the empirical data which an according of hypothesis. And 3) The tourism decisions of Thai tourists in Koh Samui, Suratthani province was caused by the direct effect of integrated marketing communication (DE = 0.751), the indirect effect (IE = 0.460), the direct effect of tourism motivation (DE = 0.685), the indirect effect (IE = 298), and the direct effect of the influence of social media review sources (DE = 0.487). In addition, the direct effect of the influence of social media review sources was caused by tourism motivation (DE = 0.387), the direct effect of integrated marketing communication (DE = 0.291). And found that the tourism motivation was caused by integrated marketing communication (DE = 0.148), with a predictive value of 51.4 percentage. The indicated that the integrated marketing communication were stimulated motivation tourism and a cause for decision reasonable to visit Koh Samui, Suratthani province.