The Factors Affecting the Intention to Revisit Mor Lam Concert Among LGBTQ Tourists in Khonkaen Province

Abstract

The research on the factors affecting the intention to revisit Mor Lam concert among LGBTQ tourists in Khon Kaen Province aims to 1) examine the behavior of LGBTQ tourists in Khon Kaen Province; 2) analyze the motivational factors in the intention to return to Mor Lam concert. This study is quantitative research, collecting data from 400 LGBTQ tourists in Khon Kaen Province, selected for the study by purposive sampling. Data analysis was done using descriptive statistics and inferential statistics. The study found that 127 of the sampled LGBTQ tourists (31.8%) would attend the Mor Lam concerts whenever they had a chance. The motivational factors in the intention to return to Mor Lam concerts were found to be at the highest level, with an average score of 4.25, and behavioral intention to return to Mor Lam concerts was found to be at the highest level, with an average score of 4.31. Stepwise multiple regression analysis showed that the pushing factor was a desire to escape the monotony and the pulling factors were price, cost-effectiveness, image and reputation of the Mor Lam bands, convenience in going to the concert, and cultural attractiveness of the performance, all of which affected the intention to return to Mor Lam concert among the LGBTQ tourists in Khon Kaen Province with a statistical significance of 0.05.