Abstract:
This research aimed to study the behavior of both Thai and foreign tourists traveling to the secret jazz bars in Bangkok and the motivations for traveling to the secret jazz bars of both local and foreign tourists in Bangkok. From the calculation of the sample size, it was found that the data should be collected from 139 tourists, thus adjusting the number to 140, divided equally into 70 Thais and 70 foreigners. The study was quantitative research that used a convenient sample group and the questionnaire as a tool for collecting data. The questionnaire was made in Thai for collecting Thai tourists and English for collecting foreigners and analyzing the data obtained from the questionnaire responses. The results showed that the majority of Thai and foreign tourists who visit Secret Jazz Bars in Bangkok are male. Most of the age range was 20–29 years old; they were college students, and they had an income of less than 15,000 baht per month, which has a high level of push factor motivation (𝑥 = 3.96). Most fun (𝑥 = 4.32) and pull factor motivation were at a high level (𝑥 = 4.08), with jazz music having the most edifying effect (𝑥 = 4.28).
