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Journal of Vacation Marketing, Vol. 14, No. 1, 5-21 (2008)
DOI: 10.1177/1356766707084216
© 2008 SAGE Publications

Understanding the motivation of travelers on repeat visits to Thailand

Bongkosh Ngamsom Rittichainuwat

Siam University, International Program in Hotel and Tourism Management, Siam University, Office 19-605, 235 Petkasem Rd., Phasichareon, Bangkok, Thailand, 10160, ngamson{at}hotmail.com

Hailin Qu

Oklahoma State University, Oklahoma, USA

Chollada Mongkhonvanit

Faculty of Liberal Arts, Siam University

This study aims to 1) examine travel motivation of travelers to revisit Thailand, 2) determine whether there is a significant difference in travel motivation between first time and repeat travelers and among travelers with different demographic profiles, and 3) identify the impact of travel motivation on the likelihood of travelers to revisit Thailand. The result shows significant differences in travel motivations between first time and repeat travelers and among travelers with different demographic profiles and significance of positive impressions of the `good food value, shopping, and a variety of things to do' and `novelty seeking' on the likelihood of travelers to revisit Thailand.

Key Words: demographic • first time and repeat travelers • travel motivation


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