The Study on Impact of Road Safety by Considering Motorcycle Rental Behavior of Foreign Tourists in Chiang Mai

Abstract

This research aims to study the causal relationship among socio-economic factors of foreign tourists in travel preparation and risk behaviors while using motorcycle rental by applied Structural Equation Model (SEM). The collected data of 400 sets was gathered by using questionnaire survey of face to face interview from the sample of foreign tourists in Chiang Mai by means of a purposive sampling technique. The study found that socio-economic factors of foreign tourists affect their travel preparation and risk behaviors while traveling with a motorcycle rental, particularly high income earners. The high income earners would prepare their travel insurance before traveling and perceive better information about road safety situations, holding driver's license and aware of the risky driving behavior, including drunken driving and unwearing a helmet. The better perception of road safety from maturity group of foreign tourists would tend to help improving their safety awareness, especially traffic law and regulation that would help to reduce accident risk on their motorcycle rental trip in Chiang Mai.