TOURIST PREFERENCES AND EXPECTATIONS IN HEALTH TOURISM OF BAN THUNG PRADU, PRACHUAP KHIRI KHAN PROVINCE, THAILAND
This research aims to study tourist preferences and expectations in health tourism of Ban Thung Pradu. Tourist motivation is divided here into push and pulls types of motivation. The research also analyzed service marketing mix (7Ps) which is affecting tourist decisions to travel to Ban Thung Pradu. The population of this study consisted of those tourists who visited Ban Thung Pradu recently. Probability sampling method and simple random sampling were used to select the sample group. There were 69 samples in this research. The questionnaire was used to collected data from the sample. Questions covered various sides of tourist motivation and service marketing mix. The results show that learning new experience from a new environment has the most influence on tourist decision-making. Further motivations influencing decision-making include the reward received after hard work, spending time with friends, having good vacation time, and participating in an interesting activity respectively. Decision-making in terms of activity was affected by motivation the most. This was, probably, because of the interesting activities involved, good home stay, and professionalism of the service providers in Ban Thung Pradu.
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International College Suan Sunandha
Rajabhat University, Bangkok, Thailand