Internet Use Behaviour of European Tourists Towards the Decision of Traveling to Phuket Province

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Published: Apr 10, 2020
Keywords:
Decision Making Behaviors, European Tourists

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Issarapong Poltanee
Lecturer of Hotel and Tourism Management Department, Kasetsart University, Kamphaeng Saen Campus
Umaporn Boonphetkaew
Lecturer of Tourism Innovation Department, Kasetsart University, Kamphaeng Saen Campus

Abstract

This study aimed 1) to study Internet Usage behavior of European tourists towards decision of travelling to Phuket province, and 2) to compare decision making behaviors of European tourists by to personal factors. The survey sample size had been determined by testing the questionnaire with the 40 samples and calculated Partial R2 to estimate the sample size using the G*Power program according to Cohen's (1977). Based on sample estimation, the effect size is equal to 0.0683863 calculated from 40 samples. The probability of type I errors (α) is equal to 0.1 and number of variables predicted is equal to 10.  Power of Test (1-ß) is equal to 0.95 (Cohen, 1962), creating sample size of 200 samples. Statistics used in data analysis are: Frequency, Percentage, Mean, and Standard Deviation (SD).  Hypothesis testing was used to compare demographic differences by analyzing statistics through T-test and One - way ANOVA or F-test (analysis of variance).


The results of this study showed that most foreign tourists taking a trip to Phuket were single male, age between 26 to 35 years old with Bachelor’s degree and their monthly income is 751 - 1,500$ working as a company employee. From online media, their decision making behaviors in selecting Phuket as a travel destination, mostly came from the users’ (tourists’) ability to make decisions. Decision making in selecting Phuket as a travel destination also came from the quality of information provided by online travel media. Moreover, the online travel media information obviously helps tourists decide to travel to Phuket. The European tourists deciding to take a trip to Phuket with different genders, ages, levels of education, income and careers, however, make no difference regarding making decisions on travel.

Article Details

How to Cite
Poltanee , I. . ., & Boonphetkaew , U. . . (2020). Internet Use Behaviour of European Tourists Towards the Decision of Traveling to Phuket Province. Dusit Thani College Journal, 13(1), 123–138. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241008
Issue
Vol. 13 No. 1 (2019): Dusit Thani College Journal Vol.13 No.1 January - April 2019
Section
Research Article

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