PRESENTATION OF ANALYSIS RESULTS AND DISCUSSIONS

6.1 PROFILES OF RESPONDENTS

6.1.1 Description of Respondents

The total number ofrespondents in this study was 614, of which 108 (17.80%) came from France, 107 (17.40%) from Taiwan, 114 (19%) from United Kingdom, 81 (13%) from Germany, 102 (16.60%) from the United States, and 102 (16.60%) from Japan (Figure 13). This produced the total 405 (66%) representing Western tourists and 209 (34%) representing Asian visitors (Figure 14).

Japan United States Germany United Kingdom Taiwan France

I

I I

I

I I

113.( 0%

I

I I

1 16.60%

I 16.60°A

1 19 1/o 1 1 7.40 1/o 1 1 7.8) % 0.00% 5.00% 10.00% 1 5.00% 20.00%

Figure 1 3 : Country of Origin of Respondents

Asian tourists 34%

Figure 14: Geographical Region of Respondents

Among the tourists from the aforementioned countries, more than a half visited Chiang Mai Province for leisure (60.20%), 19.20% came for educational purposes, 1 1.20% for business, 6% came to visit friends and relatives, and 3 .40% for other reasons (Figure 1 5).

Others 0 3,4 0%

Business •••• 1:1 1 1.21 )%

Visiting friends/relatives

0 6

1Vo

Education •K 1 19.20<110

Leisure 60.20 1/o

0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00

% % % % % % % %

Figure 15: Travel Purpose of Respondents

This study also investigates what motivates tourists in selecting Chiang Mai as their vacation destination. As shown in Figure 16, 44% of the study respondents wanted to experience a culture that differs from their own and 37% of those wanted exciting experiences. Other travel motivations such as self-esteem, relaxation, and family relationship accounted for 7%, 6%, and 6%, respectively.

Cultural experience 44. %

Self-esteem 7. 0%

Family relationship 6%

Exciting experience 3 .00%

Relaxation 6. %

0.00% 1 0.00% 20.00% 30.00% 40.00% 50.00%

Figure 1 6: Travel Motivation of Respondents

The range of age groups of the respondents was from under 1 5 years to 65 years and over, with the largest group in the age range 25-34 (37%). The cohort of 35-44 and 45-54 accounted for similar numbers of 17.90% and 17%, respectively, as presented in the breakdown of age in Figure 17.

65 and abo-.e 55 - 64 45 - 54 35 - 44 25 - 34 1 5 - 24

c:J 4.20%

I f .80%

Under 1 5 ] 0.70%

0.00% 1 0.00%

1 1 6.1 �%

I 1 I .90%

1 14.80%

20.00% 30.00%

Figure 1 7: Age Groups of Respondents

I 3]C' 0

40.00%

Of the total number of respondents in this study, more than a half (62%) was male and 38% was female (Figure 1 8)

Female 38%

Figure 18: Gender of Respondents

ale

62%

The education level of respondents was generally high, with 51 % having university qualifications and another 23% having at least a two-year college certificate (Figure

1 9).

Figure 19: Education Level of Respondents

As illustrated in Figure 20, of the total number of respondents, over 50% were in white collar employment with approximately half the respondents having an annual income between US$ 20, 000 - 60,000 (48%) and a further 23% having an income less than US$ 20,000 (Figure 21).

Others 1 1 1 .00110

No answer/Refused

The marital status of respondents showed that more than 52% had never married, and 37% were married (Figure 22). This accorded with the family size of those who do not have dependent children in their household (80%). For those who were married have one child (7. 1 0%), and two and more children (13%) (Figure 23).

answer/Refused No

Figure 22: Marital Status of the Respondents

answer/Refused 0.30% No

One 7.20°

No children 79.80%

0.00% 20.00% 40.00% 60.00% 80.00% 100.00%

Figure 23: Family Size of Respondents

Of the total respondents, 90% indicated their intention to return to Chiang Mai Province for their next vacation (Figure 24).

10% No

90% Yes

Figure 24: Intention to Repeat Visitation of Respondents

6 .. 1.2 Discussion of the Profile of Tourists

The respondents who participated in the study were from France, Taiwan, United Kingdom, Germany, the United States, and Japan. These countries were selected on the basis of the top-6 inbound tourist markets of Tourist Arrivals visiting Chiang Mai

little difference in the number of respondents from each country, with the exception of Germany. However, the total number of 81 from Germany was more than the minimum sample size required for this country of origin that was calculated at 54.

When asked about the purpose of their visit to Chiang Mai, more than a half (60%) of the respondents indicated that leisure such as recreation, holidays, and sports was the main reason for their visit. However, when asked about what motivated their visit, nearly a half of the study respondents (45%) considered either the unique cultures different from their own or wanting to learn about new things most important motivation in choosing Chiang Mai as their vacation destination. This suggests that cultural experience is highly regarded and this is supported by the 'Travel Motivation Ladder' or the 'Travel Career Ladder (TCL),' which suggests that people in this category or the step of the Ladder are believed to be seeking peace, have a desire to learn and experience new things such as cultural settings and performances. However, 3 7% of the respondents indicated regarding either fun or adventure as their important motivation. These people were characterised as those on the 'Stimulation' level of the ladder. They were motivated by fun and the thrill of unusual experiences, out of the ordinary settings, and different foods and people.

In terms of socio-demographics, the result from this study indicated that males were the largest group, accounting for 62% of respondents. This imbalance may reflect the dominance of men in travel and tourism markets. In terms of age, the largest proportion of respondents (37%) was in the 25 to 34 cohort. The education breakdown showed a generally high level of education among tourists with 51 % having received a university or higher degrees. This may have influenced the rating

of cultural experience as highest travel motivation (45%). Based on the respondents' _;I

occupations, the largest proportion was in white collar employment such as professionals, administrative managerial personnel, government personnel, etc. with 58% of the total whose yearly income ranged from less than US$ 20,000 to 60,000.

The marital status breakdown showed that the major proportion of respondents (53%) had never married. Of those did not have any dependent children in their household accounting for 80%. Of the total number of respondents, 90% intended to go back to Chiang Mai for their next vacation.

6.2 ANALYSIS OF PERCEIVED ATTRACTIVENESS OF CHIANG

In document A Study Of Destination Attractiveness Through Tourists\u27 Perspectives : A Focus On Chiang Mai, Thailand (Page 149-157)

Related documents