Tourist Motivations and Elements of Tourist Attractions Influencing the Repeat Visits of Thai Tourists: A Case Study of Koh Tao, Surat Thani Province

Abstract

The aims of this study were 1) to study the motivations of Thai tourists for visiting Koh Tao, Surat Thani Province, 2) to study the elements influencing Koh Tao's tourism attractions according to the perceptions of Thai tourists who visit the area, and 3) to analyze the impact of motivations and tourist attraction elements influencing on the repeat visits of Thai tourists to Koh Tao, Surat Thani Province classified according to demographic characteristics. The research conducted a survey method using a questionnaire. Data were collected from 400 Thai tourists visiting Koh Tao, Surat Thani Province by a convenience sampling method and analyzed using statistical software packages. with descriptive statistics; mean, frequency, percentage, and standard deviation, as well as multiple regression analysis.

The research with a sample of 400 tourists revealed that the majority of respondents were females, aged between 21 to 30 years old and 31 to 40 years old respectively. The majointy of the respondents were bachelor degree graduates and worked in a private company. The least of the respondents were unemployed or not working. Most respondents were single and earn the highest income over 40,001 Baht, and the least earning was less than 10,000 Baht. The respondents' opinions on the push factors on tourist motivations were high (=3.56), the factors on tourist motivations was also high (=3.93) and The tourist attractions elements were high (= 3.84), The repeat visits of the tourist have the highest attention (= 4.36). The results of the study in Tourist Motivations and Tourist Attraction elements Influencing the Repeat Visits of Thai Tourists showed that the pull factors on tourist motivations (Beta = 0.301) and push factors on tourist motivations (Beta 0.229) influenced the repeat visits of Thai tourists. Tourists’ attraction elements on what motivates tourists to travel (Beta 0.321), and the elements of tourist attraction activities and processes (Beta = 0.241) influenced repeat visits of tourists.