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Weerawan Marangkun, Auntika Thipjumnong
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DOI:10.17265/2328-2169/2018.04.002
Rajamangala University of Technology Srivijaya, Songkhla, Thailand
Tourism is an important industry to generate the income to Thailand. The local authorities try to motivate people to travel to the tourist attractions for tourism and shopping. Shopping is a popular tourist activity, especially purchasing the souvenir in tourist attractions to remind them of the memory of the place they used to visit. This study aims to identify the travel motivation of the domestic tourists to visit the destination, to examine the shopping area attributes that attract the tourist to buy the souvenir, and to analyze the effect of domestic tourist motivation on shopping area attribute in Thale Noi, Phatthalung Province. Data were collected from 400 domestic tourists who had traveled to Thale Noi, Phatthalung using factor analysis dimensions based on Likert-type scales. The researcher applied structured questionnaire in 5-level rating scale. The data collection consumed six months between March and August 2016. The data were analyzed by descriptive statistics, Pearson’s product moment coefficients and multiple regression to analyze the relationship between variables. The result indicated that the factors of tourist motivation that influenced the shopping area attribute are natural resources, enhancing relation, and seeking relaxation. The shopping area attributes that influenced the tourist to purchase souvenir are economic, promotion, and image represented in high level. The tourist motivations influencing tourists to purchase the souvenir are fulfilling prestige, variety seeking, and history and culture related to shopping area attribute. Therefore, souvenir business should apply the tourist motivation to their business plan and should combine the souvenir to the uniqueness of each shopping area attribute including local environment, image of the shop, product price and value, promotion, location, salesperson, and the unique souvenirs that represent the local image. These strategies could generate the income and profit to the locals and create delightful atmosphere to the tourists who visit the destination.
travel motivation, shopping area, souvenir product, Thailand
Journal of Tourism and Hospitality Management, Mar.-Apr. 2018, Vol. 6, No. 2, 47-60 doi: 10.17265/2328-2169/2018.04.002
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