The comparison between the causal models of buying decision-making behavior among Thai and non-Thai senior tourists traveling in Thailand

Abstract

This quantitative study aimed 1) to study the differences in buying decision-making behavior of senior tourists with different demographics profiles, 2) to analyze the influence psychological factors affected buying decision-making behaviors of Thai and non-Thai senior tourists, and 3) to study and compare Thai and non-Thai senior tourist’s buying decision-making behaviors in the five-stage buying decision-making behavior of Thai and non-Thai senior tourists in Thailand. Data from 435 survey responses were analyzed using mean scores, standard deviation, t-Test, one-way ANOVA and structural equation modeling (SEM). The results showed significant differences (p<0.05) in buying decision-making behaviors of senior tourists with different nationalities and education levels on information search, evaluation of alternatives, purchase decisions, and post-purchase behavior stages. Meanwhile, the current source of income showed significant differences on information search and purchase decision, evaluation of alternatives, purchase decisions and post-purchase behaviors among their incomes, evaluation of alternatives and post-purchase behaviors among their health conditions and on information search among their travel companions. Moreover, the result showed significant differences on need recognition among their household types. In terms of psychological factors, the result showed that attitude was the highest factor affecting buying decision-making behaviors followed by perception, learning and belief. Lastly, the result highlighted that Thai and non-Thai senior tourists’ buying decision-making behaviors were different. Interestingly, psychological factors of Thai senior tourists had lower effect on buying decision-making behaviors when compared to non-Thai tourists.