Factors Influencing the Traveling Decision of Tourists in Thailand: A Case Study of Particulate Matter 2.5

Abstract

     The objective of this study is to examine factors that influence the decision to travel in Thailand during the period of high level of air pollution caused by particulate matter less than 2.5 micron (PM2.5). A questionnaire was used as a research tool to collect data from the sample of 505 people with aged at least 15 years old who live in the area located in Bangkok Metropolitan. This study was Quantitative Research by analyzing descriptive statistics, frequency distribution, percentage, mean and standard deviation to explain tourist behavior, together with Inferential statistic, Multinomial Logit Model, was employed to analyze factors that determined the traveling decision of tourists when the air pollution occurs.

     The result shows that demographic behavior (consisted of income, age, education level, occupation including tourism) affected the decision making. However, Thai tourists in Bangkok Metropolitan Region are aware of the danger of inhalation of small dust in the air but they tend to travel based on their new plan or new destination which is in accordance with the highest average of probability of tourism behavior change at 0.65. The average shows that Thai tourists in Bangkok Metropolitan Region are aware of the situation but still decide to travel, but change their plan or the destination. The second one is 0.26 which Thai tourists decide to postpone traveling, cancel their plan or go to other countries.