Management Model for Promoting Tourism at Samila Beach, Songkhla Province

Abstract

The objectives of this research are as follows: (1) to study the travel behavior of tourists visiting Samila Beach, Songkhla Province; (2) to examine the travel factors that influence travel motivation at Samila Beach, Songkhla Province; and (3) to propose a tourism management model that promotes travel at Samila Beach, Songkhla Province. The research employed a quantitative approach, collecting data through questionnaires from tourists visiting Samila Beach. The quantitative research method used questionnaires as the research instrument, targeting a sample of 400 tourists at Samila Beach, Songkhla Province, selected through convenience sampling via Google Form based on the Taro Yamane formula. The study examined travel factors influencing travel motivation at Samila Beach, Songkhla Province. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, while multiple regression analysis was used as inferential statistics. Relevant stakeholders include government agencies in Songkhla Province, local administrative organizations, communities, and tourism operators in the area.

          The research findings indicated that most tourists traveled on day trips and preferred to travel with family or friends. The main motivating factors for travel included pull factors, such as the beauty of the beach and recreational tourism activities, and push factors, such as the desire to relax and seek new experiences. Qualitative analysis revealed that current tourism management lacks systematic integration in terms of infrastructure, environmental management, and activity creation to attract tourists. The hypothesis was established that travel factors of tourists are related and have different effects on travel motivation.