แรงจูงใจในการเดินทางท่องเที่ยวดิสนีย์แลนด์ของนักท่องเที่ยวชาวไทย

Abstract

The purposes of this research were to study the behaviors and motivations of Thai tourists traveling to Disneyland. The quantitative research used questionnaires as a data collection tool. The sample included 385 Thai visitors who travelled to Disneyland. Data were analyzed statistically. The results of the study were as follows: 1. Most of the respondents were female students in bachelor’s degree who were aged between 18 - 24 years old and the income of less than 15,000 baht. 2. Most of the respondents traveled to Tokyo Disneyland, which was also the most popular Disneyland among the respondents for the reason of decoration. Most of the respondents traveled to Disneyland for one – day trip during the period of October to December for the purpose of leisure, and perceived Disneyland information via social media platforms. 3. The motivation of Thai tourists in traveling to Disneyland considered by each aspect, it was found that the physical motivation was at the highest level (𝑥̅= 4.36), the cultural motivation was at the high level (𝑥̅= 4.10), the status and prestige motivation was at the high level (𝑥̅= 3.79) and the interpersonal motivation was at the moderate level (𝑥̅= 2.96). 4. In comparison, with regard to the average monthly income, it was found that respondents with different income levels have the same overall motivations in traveling Disneyland. The cultural motivation, the interpersonal motivation, and the status and prestige motivation were significantly different at the 0.05 statistical level.