This research examines the factors influencing university students' decision-making in selecting travel destinations and how these factors affect travel behaviour. This quantitative study employs survey research, with data collected from 406 university students using questionnaires. The data were analysed using multiple regression statistics to identify key influential factors. The study found that the majority of respondents rated their opinions on travel decision-making factors at the highest average level (4.36). The top three factors agreed upon by the respondents were safety (4.48), price (4.47), and environment (4.45), respectively. Hypothesis testing revealed that culture and history, travel convenience, sustainability, worthiness, price, experience creation, and self-development travel are significant travel decision-making factors that statistically influence travel behaviour at the .05 level.

Authors:
Yukolwat Bhakdechakriwut, Srinakharinwirot University, Thailand
Athip Techapongsatorn, Srinakharinwirot University, Thailand
R-thittaya Supsinwiwat, Srinakharinwirot University, Thailand

About the Presenter(s)
Mr Athip Techapongsatorn is a University Postdoctoral Fellow or Instructor at Srinakharinwirot University in Thailand

See this presentation on the full schedule – Thursday Schedule

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