การศึกษาการตัดสินใจเดินทางท่องเที่ยวในเขตปกครองพิเศษพัทยาของนักท่องเที่ยวกลุ่ม Millennial Family ภายใต้สถานการณ์แพร่ระบาดโควิด-19

Abstract

The objective of this research was to investigate Millennial Family tourists’ decision -making to travel at Pattaya within the COVID-19 pandemic situation. This study was quantitative research. The sample was 385 Thai tourists under Millennial Family group with prior traveling experience to Pattaya Special Administrative Region during the COVID-19 pandemic. A questionnaire was used as a research tool to collect data. The statistics used in the data analysis were frequency, percentage, arithmetic mean (x̅), standard deviation (S.D.), and One-way Analysis of Variance (ANOVA), and Chi-square Test. The results of this study indicated as follows. 1. Most of the respondents were in the age range of 30-34 years, graduated with a bachelor's degree, worked as civil servant/state enterprise employee, earned average monthly income between 15,001-25,000 baht, lived in a single-family which had 1-3 family members. 2. The purpose of travel of the respondents was to leisure travel. They used Internet as a platform to search for travel information. A private car was mostly used as vehicle to travel. Travel cost per trip was higher than 13,000 baht. Most respondents preferred to doing was natural attractions and natural tourism activities. Travel arrangements are made once travel. Moreover, Accommodation arrangement was the most common type of travel arrangements. They their concerned to revisit. 3. Overall components of tourist attractions Pattaya under the COVID-19 pandemic were at a high level (x̅ = 4.39, S.D. = 0.48). For individual aspects individual, all aspects were at a high level and an aspect with the highest mean was traveling to tourist attractions (x̅ = 4.48, S.D. = 0.57). 4. As for tourists’ decisions were compared by age, education level, occupation and average monthly income, family type, number of family members and relationship between demographic characteristics and the travel decisions was analyzed, it was found that overall demographic characteristics were not related with travel decisions with a statistical significance level of 0.05.