Factors Influencing Tourism Decisions in Pak Meng Beach Trang Province Thailand

Abstract

This research aimed to study identify the factors influencing tourism decisions in Trang Province, focusing on Pak Meng Beach. Data was collected from a sample of 385 tourists using questionnaires. The data was analyzed using a statistical software program to determine the mean, standard deviation, Pearson's correlation coefficient, t-test, One-way ANOVA, and multiple linear regression coefficients. The research was found Six predictors were found to significantly influence tourist decision-making behavior in Trang Province, specifically in the case study of Pak Meng Beach, with a statistical significance at the 0.001 level. The predictive efficiency was 70.6%. The six predictors were: satisfaction with services related to products and souvenirs (X6), pull factors related to human-made tourism resources (X3), satisfaction with services related to tourist sites (X8), pull factors related to natural tourism resources (X2), satisfaction with services related to tourism activities (X7), and satisfaction with accommodation services (X4). The standardized predictive equation is as follows:  = 0.239 X6 + 0.177 X3 + 0.164X8 + 0.172X2 + 0.170X7 - 0.099 X4