Abstract:
This research aims to 1) study lifestyles of tourists in the Southern Thailand on their tourism activities, tourism interests, and opinions on tourism consumption, and 2) classify tourists in the Southern Thailand according to their different lifestyle. A conceptual framework of this research was adapted from a measure of lifestyle called AIOs, and applied a quantitative research method with questionnaires as a data collection instrument from both Thai and Foreign tourists in Phuket (Andaman Sea) and Ko Samui, Surattani (Gulf of Thailand). Participants or samples were 400 tourists; 288 persons from Phuket (52 for Thai and 236 for Foreigner), and 112 persons from Ko Samui, Surattani (60 for Thai and 52 for Foreigner). Factor analysis and Cluster analysis were used as the main technique methods in analysis and classifying tourists in the South of Thailand.
Findings showed that lifestyles of tourists in the Southern Thailand were segmented into 4 groups;
1) Modern & Sociability; most tourists in this group are male foreign tourists that came from the European countries, and are at the age between 21-30 years old with quite high income per month between 100,001-300,000 THB mostly. Their significant lifestyles features are they give an important to enjoyment, pleasure, and social relation, love to socialize and party including nightlife activities, give an important to convenience, comfort, and modern technology. On the other hands, they dont pay their interest in culture and environment, simply and classic lifestyles, including they dont pay their interest in adventure activities, local visiting, and learning activities.
2) Conservative; this group consists of male and female equally and mostly
are Thai tourists in the South of Thailand, at the age between 21-30 years old, with
(3)
least income per month among four groups between 10,001-30,000 THB mostly. Their significant lifestyles features are they give an important to simply and classic lifestyles, concentrate on simplicity and economy. They dont concentrate on luxury, dont pay an interest to abroad and city traveling, including party and nightlife activities. They dont follow the trend, dont give an important to status and appearance, dont like adventure, but pay their interest in learning activities and local visiting.
3) Adventurer; this group consists of highest number among all four groups. They mostly are male foreign tourists that came from the European countries at the age between 21-30 years old with an income per month between 100,001-300,000 THB mostly. Their significant lifestyles features are they like traveling with missions, pay their interest in adventure, exciting, challenging, and learning, like to do risk activities that can use their body and mind ability, give an important to status and appearance, including they have motivation on achievement and ambition.
4) Culture & Environment; this group consists of male and female equally, and are foreign tourists totally. They mostly came from the European countries with the age between 21-30 years old with an income per month among four groups between 70,001-100,000 THB mostly. Their significant lifestyles features are they pay an interest in culture and environment, including ecotourism and local visiting. Moreover, they concentrate on simplicity and economy, give an important to enjoyment, pleasure, and social relation, love to party and do nightlife activities, including follow the trend, but dont pay their interest in learning activities.
Keyword: Lifestyles, AIOs, Tourists in the Southern Thailand, Tourism Behavior,
Phuket Province, Surat Thani Province
WALAILAK UNIVERSITY. CENTER FOR LIBRARY RESOURCES AND EDUCATIONAL MEDIA