Thai University Student Travel Behavior: An Extension of Theory of Planned Behavior

Previous tourism studies have applied the Theory of Planned Behavior (TPB) in different contexts including medical, casino and senior travelers. These examinations support the applicability of the TPB and a number of additional predictors have been included in the original model of the TPB to better explain behavioral intentions and actual behavior in respect of travel.   However, little attention has been given to explore further factors which influence young tourist behavior. The purpose of this empirical research is to seek further insight into the travel motivations of university students and their travel behavior within ASEAN destinations after the official establishment of the AEC in 2015. The questionnaire was distributed to university students in Thailand during December 2016 and January 2017. A total of 338 responses were obtained, of which 289 cases were deemed usable for the statistical analysis. A series of multiple regression analyses were conducted. Overall, additionally to the elements of the TPB, the findings indicated that travel motivations regarding cultural experiences were a significant predictor for this tourist segment. Social reference had the strongest significant impact on Thai students. Important implications for Destination Marketing Organizations (DMOs) are suggested

Hotel Selection Criteria of Solo Traveling Females

Consumers use online e-reviews as a popular tool for information and obtaining guidance. E-reviews have therefore become an important barometer in conducting product evaluations, and more importantly, to make purchasing decisions. This includes decisions about hotel selection. For hospitality industry marketers, the information in e-reviews is particularly important in translating and understanding consumer-specific needs. The current study brings valuable awareness to the limited academic research into hotel selection criteria among solo-traveling females. TripAdvisor's top 25 list of cost-efficient hotels worldwide received 345 total consumer reviews. Noteworthy findings of the current study show unique selection criteria considered important to the solo traveling female including a hotel-provided cell phone programmed with emergency local contact information, and a nearby or on-premise automated teller machine. Study results also indicate that stewardship service, such as intimate and personalized hotel staff who "go the extra mile" is an important selection criterion. Also discussed are research limitations and implications