The Motivation of Tourists that Affects the Decision to Engage in Social Detox Tourism Ban Bang Kama, Ban Kha District, Ratchaburi Province

Abstract

The research entitled "Factors of Motivation Affecting the Decision to Engage in Social Detox Tourism in Ban Bang Kama, Ban Kha District, Ratchaburi Province" has the objectives to: 1) study the general information of tourists who choose social detox tourism in Ban Bang Kama, Ban Kha District, Ratchaburi Province; 2) study the motivation of tourists who choose social detox tourism in Ban Bang Kama, Ban Kha District, Ratchaburi Province; 3) study the decision-making in choosing social detox tourism in Ban Bang Kama, Ban Kha District, Ratchaburi Province; and 4) analyze the tourism motivations that affect the decision to choose social detox tourism in Ban Bang Kama. This study utilized a quantitative research model. The sample group consisted of tourists who had experienced social detox tourism. The sample size, calculated for an unknown population, was 1,217 samples. To prevent data error, the researcher set the sample size at 1,217 samples using purposive sampling. Data were analyzed using descriptive statistics, including mean and standard deviation, and Multiple Regression Analysis. The mean results were compared with criteria, ranked from highest to lowest, and the statistical relationship hypotheses were tested using the F-Test.

The research results found that, the majority of tourists were female students aged between 26–30 years, with a monthly income lower than 10,000 Baht, and private company employees/government employees with an average monthly income of 15,001–20,000 Baht, respectively. The frequency of travel per year was 1 time/year, with a total of 2–3 previous trips. The mode of travel was private car, while most travel companions were couples/friends, and the travel expenses were between 2,001–3,000 Baht per trip. Tourists had motivations affecting their travel decision-making in the service aspect the most, followed by motivations regarding the needs of the tourist attraction. Tourists choosing social detox tourism had motivations for travel decision-making by prioritizing the need for true relaxation and stress relief at a statistical significance level of p < 0.05.