A STUDY ON THE DECISION-MAKING PROCESS OF GENERATION Z IN TRAVELING TO PHRA NAKHON SI AYUTTHAYA PROVINCE

Abstract

This research aims to 1) Study the decision-making process of Generation Z in selecting tourist destinations in Phra Nakhon Si Ayutthaya Province. 2) Analyze the tourism preferences of Generation Z in Phra Nakhon Si Ayutthaya. 3) Propose strategies to enhance the tourism experience in Phra Nakhon Si Ayutthaya to align with the behavior of Generation Z tourists.

The study surveyed a sample group of 385 Generation Z tourists, selected through a simple random sampling method. A questionnaire was used as the research instrument, and the data was analyzed using descriptive statistics, including mean, standard deviation, and multiple regression analysis. The findings indicate that 1) Generation Z tourists emphasize online information searching, evaluating options, and post-travel behavior, particularly in terms of sharing reviews and recommendations. 2) Generation Z tourists seek clear and easily accessible information, diverse tourist attractions, unique activities, and well-equipped facilities. 3) To attract Generation Z tourists, digital platforms should be enhanced, new activities should be introduced to meet their interests, and social media should be leveraged for promotional purposes.

These research findings provide insights into the behavior and factors influencing Generation Z’s travel decisions. The results can be utilized to improve tourist destinations, digital marketing strategies, and tourism promotion efforts to better align with the needs of this target group.