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ABSTRACT
KEYWORDS: demographic, first time and repeat travelers, travel motivation
This study aims to 1) examine travel motivation of travelers to revisit Thailand, 2) determine whether there is a significant difference in travel motivation between first time and repeat travelers and among travelers with different demographic profiles, and 3) identify the impact of travel motivation on the likelihood of travelers to revisit Thailand. The result shows significant differences in travel motivations between first time and repeat travelers and among travelers with differ- ent demographic profiles and significance of positive impressions of the 'good food value, shopping, and a variety of things to do' and 'novelty seeking' on the likelihood of travelers to revisit Thailand.
INTRODUCTION
Thailand is well known for its culture, nature, cuisine, hospitality, and world class accommodation at reasonable prices to different market segments, such as eco-tourism for youth, beach resorts for honeymoon couples, spa and health tourism for mature tourists, and a good value for money convention package to MICE segments.
Thailand's earliest civilization dates back some 5000 years to the Neolithic agricultural communities of Ban Chiang in the northeast of Thailand, which is one of Southeast Asia's most important archaeological sites, with its unique pottery and metal implements.1 Moreover, the kingdom has UNESCO world heritage sites. For example, Sukhothai and Ayutthaya world heritage sites, attract millions of visitors each year to explore the magnificent architecture and atmospheric charms of two of the early royal kingdoms of Thailand. Tourists can enjoy seeing the rich heritage such as beautiful temples while riding on elephant back, cruising along canals and rivers or bicycling around the ruins and monuments.
Furthermore, Thailand has three UNESCO natural world heritage sites, including Thung Yai Naresuan Wildlife Sanctuary, Huai Kha Kaeng Wildlife Sanctuary, and Khao Yai National Park. They are some of Asia's largest wildlife sanctuaries, with a diversity of flora and fauna.2
In addition, with a 2500 km coastline, Thailand provides tourists with a variety of sandy beaches, idyllic islands, sea caves, and marine national parks at which tourists enjoy various activities, such as canoeing, snorkelling, scuba diving, yachting, hiking, and golfing. Major resorts, such as Phuket, Samui, Krabi, Pattaya, and Hua Hin, have been renowned as having some of the world's finest beaches, with a...