การศึกษาปัจจัยที่มีผลต่อการตัดสินใจท่องเที่ยวเชิงสุขภาพ กรณีศึกษาการนวดสปาในอำเภอหัวหิน จังหวัดประจวบคีรีขันธ์

Abstract

The objectives of this research were to study behavior, tourism motivation, and factors affecting the decision of wellness tourism in the type of spa massage of tourists in Hua Hin District, Prachuap Khiri Khan Province. This research was a quantitative research. The sample was 385 Thai tourists aged range from 18 years old or over, who used a day spa massage service in Hua Hin District, Prachuap Khiri Khan Province. Questionnaires were used as a tool for collecting data. The statistics used to analyze the data, are Frequency Distribution, Percentage, Arithmetic Mean (𝐱̅) and Standard Deviation (S.D.), and One-Way ANOVA. The results found that: 1. Most of the respondents were female aged between 21 - 30 years old. Their most status were single. Most respondents graduated in bachelor's degree or equivalent and worked as an employee of a private company. Moreover, they earned an average monthly income of 15,001 - 25,000 baht. 2. Most respondents did not stay overnight and had a main purpose for relaxing. The activity, which is chosen by most tourists, was a Thai massage. Most travel styles were traveling with family/lovers traveling by a private car. Moreover, travel costs are mostly 3,001-5,000 bath. The travel plan was based on accommodation and the perception of spa massage information is mainly from social media. 3. As for the level of motivation of tourists for making a decision on health tourism in type of spa massage, the overall push factors was at the highest level (𝐱̅ = 4.302, S.D. = 0.628). Considering the different levels of motivation, the highest level of motivation was safety. (𝐱̅ = 4.567, S.D. = 0.536). While the overall pull factor was at the highest level (𝐱̅ = 4.468, S.D. = 0.585). When considering each aspect, the result found that the motivation level was the highest in all aspects. The aspect with the highest level of motivation was personnel (𝐱̅ = 4.612, S.D. = 0.516). 4. The results of demographic comparison showed that occupation had an effect on the push factor for wellness tourism decision making and the main tourism destination of tourists will affect the push factors and pull factors of wellness tourism decision making. However, age and income had no effect on the push factor and the pull factor in the decision-making of wellness tourism. Moreover, the comparison of activities performed during the trip had no effect on the push factors for wellness tourism decisions with statistical significance at the 0.05 level.