Factors are influencing on Consumer

decision making in eco-tourism in

Thailand by case study: The Thai
Elephant Conservation Center (TECC)

Acknowledge

Abstract
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literature search by finding abstracts which did not accurately reflect the contents of the
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pay sufficient attention to outlining your results / findings.

Table of Contents
Chapter 1: Introduction to the research.............................................................................7

1.1 Introduction....................................................................................................... 7
1.2 Research background........................................................................................ 8
1.3 Problem statement.......................................................................................... 10
1.4 Usefulness from the research..........................................................................10
1.5 Objectives of the Study and Research Questions............................................10
1.5.1. Research question.................................................................................... 10
1.5.2 Research object......................................................................................... 10
1.6 Structure of the Study..................................................................................... 11
Chapter 2: Literature review.......................................................................................... 11
2.1 Introduction..................................................................................................... 11
2.2 Concept of company (Thai elephant centre)...................................................12
2.3 Concept of eco-tourism................................................................................... 13
2.4 Theoretical Basis of the Study.........................................................................16
2.4.1Consumer behaviour.................................................................................. 16
2.4.1.2................................................................................................................ 23
2.4.2 concept of consumer decision making......................................................27
2.5 Theoretical Framework.................................................................................... 29
2.6 Hypotheses..................................................................................................... 30
2.7 Conclusion....................................................................................................... 31
Chepter3: Methodology................................................................................................ 32
3.1 Introduction..................................................................................................... 32
3.2 Research Philosophy........................................................................................ 32
3.3 Research approach and method......................................................................33
3.4 Research strategy........................................................................................... 34
3.5 Research Instrument Design........................................................................... 34
3.6 Questionnaire design...................................................................................... 38
3.7 Data collection process................................................................................... 39
3.7.1 The respondents at The Thai elephant conservation center(TECC)...........39
3.7.2. Online respondents..................................................................................39
3.8 Data analysis................................................................................................... 40
3.9 Sample size..................................................................................................... 40
3.10 Validity and Reliability................................................................................... 41
3.11 Ethical consideration..................................................................................... 42
3.12 conclusion..................................................................................................... 42
Chapter 4: Analysis and Results..................................................................................... 43

4.1 Introduction..................................................................................................... 43
4.2 Result of Data Collection................................................................................. 43
4.3 Summary of Demographics Profiles.................................................................44
4.4 Consumer Behaviour of Eco-tourism...............................................................46
4.5 Factor Influencing in Consumer Decision Making............................................47
4.5.1 Individual Factors...................................................................................... 47
4.5.2 Environmental Factors...............................................................................49
4.5.3 Consumer Decision Making in Eco-tourism...............................................52
4.6 Hypothesis Testing.......................................................................................... 53
4.6.1 Correlation Analysis................................................................................... 54
4.6.2 The Influence of Individual Differences Factors on Customer Decision
Making in Eco-tourism........................................................................................ 55
4.6.3 The Influence of Environmental Factors on Customer Decision Making in
Eco-tourism........................................................................................................ 56
4.6.4 The Comparative between Impact of Individual Differences and
Environmental Influence on Customer Decision Making in Eco-tourism.............58
4.6.5 Multiple Comparisons of Personal Factors in Consumer Decision Making in
Eco-tourism........................................................................................................ 59
Chapter 5: Discussion.................................................................................................. 64
5.1 Introduction..................................................................................................... 64
5.2 Discussion....................................................................................................... 64
5.3 conclusion....................................................................................................... 66
Chapter6: Conclusion................................................................................................... 67
6.1 Introduction..................................................................................................... 67
6.2 Conclusion....................................................................................................... 67
6.3 Research Implication and Recommendation....................................................67
6.4 Suggestion for Future Research.......................................................................68
6.5 Limitation........................................................................................................ 69
6.6 Model summary of research............................................................................70
Reference................................................................................................................... 70
Appendix.................................................................................................................... 75

List of figures

List of tables

Chapter 1: Introduction to the research

1.1 Introduction
The objectives of first chapter is to illustrate introduction of this research. Topic of
research is about eco-tourism in Thailand and the area of research is eco-tourism of

northern Thailand. It would focus on the elephant conservation that is very famous in
Thailand. It should include the activities about elephant in eco-tourist place. For
example, feeding baby elephant activity, elephant ridding and elephant showering
activity. This tourist place need to focus on the elephant conservation such as the
elephant hospital. The researcher selected the Thai elephant conservation centre is a
case study in research because It is only one elephant conservation centre that
operated under the Thailand government. Moreover, the location of place is northern
Thailand. Beside, this chapter consists research background, problem statement that is
about the topic of the research and presents the structure of research to cover all topics
in research. It can divide six parts of research. The usefulness of research is included in
this chapter. It also provides the benefits of study as the objective of research and
research question.

1.2 Research background

Nowadays, eco-tourism has become popular and people are concern about
environment and sustainability Weaver and Lawton (2007). Normally, eco-tourism is a
type of sustainable of tourism. The principle of eco-tourism has two main concepts.
First, it focuses to protect and conserve environment, forest, culture and animal in
nature. Second, eco-tourism focuses on the benefits of local people, communities and
local economy in the local eco-tourist place and tourism should not negatively impact on
the local environment in tourist place (Blamey, 2000). Thailand is popular tourist
destination for the foreigner and Thai people. There are 7,87,726 foreign travelers who
visited in tourist place of Thailand during January to March 2015 Department of tourism
(2015). In terms of eco-tourist attraction in Thailand, it is more than 100 national parks
for travelling. Moreover, there are verities activities of eco-tourism in Thailand such as
the hiking activity in Kho Yai national park is the most popular activities and popular
destination of Thailand national park and Khao Sok national park has a host of wildlife
such as leopards and several species of monkey. Ang Thong National Marine Park is
the most famous for backpackers and it is famous island in Thailand National park
(2015). Furthermore, the Tourism Authority of Thailand (TAT) and NGO emphasise ecotourism in Thailand and TAT has promoted eco-tourism for the foreigners and Thai
travellers to visit and be aware to protect environmental tourist place Thavarasukha

(2002). According to figure 1, TAT created the principle of Thailand eco-tourism strategy
within the guideline form for developing eco-tourism based on the eco-tourism strategy.
Figure1: The guideline of eco-tourism strategy of Thailand

Source: Department of tourism (2002)

In terms of the Thai elephant conservation centre, it is the most famous tourist activity in
Thailand. There are more than 50 places that have the ridding elephant around
Thailand. However, there are few place that conserve the elephants such as treat
elephants and feed baby elephant and there is one place which is the elephant
conservation and tourist attraction in the same place and it operates under the Thai
government. The Thai elephant conservation centre want to develop their tourism
activities in order to attract more travellers. They need to create the new activities and
package for supporting needs of travellers. Moreover, the travellers who visited in the
Thai elephant conservation centre has various styles. For instance, the different gender,
age, income and occupation that would impact on their decision making to visit in ecotourism. There are individual factors and environmental factors that could impact on

consumer decision making. Therefore, the development of activities Thai elephant

conservation centre need to know what is influence on the travellers to make decision
to visit TECC. It would help this centre to understand their consumer needs in order to
improve their activities and packages which attract and cover all eco-tourists.

1.3 Problem statement

Eco-tourism has become popular in Thailand. Eco tourism has a season for traveling. It
is great problem in ecotourism. The tourist attraction does not have capability to
respond all of travellers need in terms of eco-tourism. It could depend on the
environmental surrounding of eco-tourist place. Moreover, it has only one governmental
eco tourist place in Thailand that is the Thai elephant conservation TECC (2015).

1.4 Usefulness from the research

There is several usefulness of the research about decision making of travellers in ecotourism of Thailand.
-

To know how often do people visit in Thailand eco-tourism and what factors

influence on the travellers to make decision in Thailand eco-tourism.

To understand what is the most factors that influence on the decision making of

travellers in Thailand eco-tourism.

To know average age, gender and income of travellers to visit in eco-tourism of

Thailand that would impact on the decision making of travellers.

To know the process of travellers decision making in eco-tourism. It could impact
on management in eco-tourism of Thailand and the Thai authority will improve
eco-tourism management.

1.5 Objectives of the Study and Research Questions

1.5.1. Research question
In this research the attitudes influence on the tourists to travel in eco-tourism of
Thailand. The objectives of the study are as follows:
Question 1: What many factors are influencing on consumer decision making to travel in
TECC?
Question 2: What is the most factors that influence on tourists decision to travel in
TECC?

1.5.2 Research objective

The objectives of the study are as follows
Objective 1: To investigate how consumer decision making in eco-tourism can be
attracted by various individual difference factors.
Objective 2: To research the environmental factors that influence on of the consumer
decision making in TECC.
Objective 3: To investigate whether the consumer decision making process in ecotourism is affected more by individual differences or environmental influence factors of
consumers.

1.6 Structure of the Study

This dissertation consists five different chapters.
Chapter One: This chapter illustrates the research background, usefulness from the
research and the associated research objectives and research questions.
Chapter Two: This chapter illustrates the study review of literature by basing on the
consumer behaviour and consumer decision making model to identify the theoretical
framework and the study hypotheses of research. The study review of literature is about
travellers who visit the Thai elephant conservation centre.
Chapter Three: This chapter illustrates the study research methodology which comprise
the methodology of the research, data collection and data analysis.
Chapter Four: This chapter illustrates the data finding analysis and the result of data
collection from eco-tourist in TECC. The data would be analysed for solving the
research question and objective research.
Chapter five: This chapter illustrates the discussion of literature review and data finding
result.
Chapter six: This chapter presents conclusion, recommendation, and suggestion of
research. Moreover, it also presents limitation and model summary of study by
researcher.

Chapter 2: Literature review

2.1 Introduction
This chapter would illustrate the review of literature in the research. It comprises the
theoretical framework and the information about purchasing decision making of ecotourists. It also provides the concept of eco-tourism and the factors that influence on the
consumer decision making in eco-tourism of Thailand. To begin with the overview of the
Thai elephant conservation centre. Second is the concept of eco-tourism that would
present the definition of eco-tourism in various meaning. Third is the theoretical based
on this research. It divides in two sections which are the consumer behaviour model and
the process of consumer decision making. This part is important in the research. Fourth
is the explanation of theoretical framework that is based on the consumer behaviour
model and the process of consumer decision making. Finally, it presents the hypotheses
of this research and conclusion. The contents in this section would relate with objective
of research and research question.

2.2 Concept of company (Thai elephant centre)

The Thai Elephant Conservation (TECC) created in 1993 by the royal Patronage. The
located was near Chiang Mai which is north of Thailand. There were more than 50 Asian
elephants in this place. The TECC is famous in conservation and science about the
elephant and the TECC is only government owned elephant camp in Thailand. The
most of visitor are Thai family, schoolchildren and foreigner Thailand elephant
conservation center (2015).
There are various activities in the TECC. For example, Day trip include watching
elephant bathing, the elephant show and visit to see baby elephants in camp. The most
visitors take an elephant-back ride and go to see the elephant hospital. It has Homestay
program and trekking in the forest for the overnight activities. The elephant painting is
the first activity and first place in Thailand that TECC teach the elephant to paint. This
activity is also very famous in the foreigners. This activity called ART and Culture. This
organization is operated by the Forest Industry Organization which is a State Enterprise
of Thai government. The National Elephant Institute of Thailand is the major part of the

Thai Elephant Conservation (TECC). The National Elephant Institute (NEI) was created
in 2004 by the Patronage of HRH Princess Galyani Vadhana. TECC and NEI are not
separate organization that is the one company. TECC manages NEI which is a sort of
think tank that based in the TECC. The primarily aim of NEI is extend the knowledge
experience of TECC to support other government organization and private organization
operating to help elephant in Thailand. The levels of elephant care of NEI is the great
knowledge ranges which is the complicated modern veterinary medicine in traditional
knowledge. For example, classical mahout skills and traditional herbal medicine.
Nowadays, Thailand is facing with two pressure of needs in the elephant management
which is valuable conserving but the traditional knowledge is rapidly disappeared. Other
needs is promoting the primarily of modern techniques and management together. NEI
is an important factor in answering needs of both. NEI supports TECC servicing to the
elephant owners that include the hospital work and the mobile clinic and the elephant
rescue unit. It is created for our staffs will be good contact with the elephant owners.
TECC staffs contact directly with the elephant owners from big elephant camps to
individual mahouts. This service is close and comfortable to communicate with
government agencies, universities and communities. NEI is the best way to relate
between keeper and other agencies. Moreover, NEI wrote a new national law about the
elephant care which was shared the practical elephant knowledge of TECC from the
local NGOs to universities and other government agencies. Furthermore, TECC is a
center of knowledge sharing and exchanging about the elephant in Asia. It also helps
other organizations and agencies to train and treatment the elephants which is more
than 2,700 domesticate elephants in Thailand.
The science activities are various activities. For example, it is creating the Thailands
first mobile clinic and elephants treating that is not charge. TECC is feeding and
producing the baby elephants at least two elephants in a year. It has operated own
special hospital for elephant in their place. Part of the researches in the science
activities are especially on the reproduction and artificial insemination which is a major
studying in the biomechanics of how the elephant moving.

2.3 Concept of eco-tourism

Nowadays, eco-tourism is expanding into creator and marketer in tourism. The
important reason is the most travelers who are increasingly concern about environment,
social, culture in tourism that is benefits for the local economy and community in tourist
attraction Weaver (2008). Eco-tourism is a kind of tourism which is tourists and visitors
need to concern and focus on the local culture, economy, environmental surrounding
and local people. According to Page and Dowling (2002), the relationship between
environment and tourism is the concept of eco-tourism. The meaning of environment in
this part is the surroundings of visitors that involve with individuals affect and social
community. Moreover, the most of people understand the concept of eco-tourism as a
great tool of promoting the sustainable tourism development in the developing
countries. It is especially in India and Thailand Singh (2014). In addition, people
understand the eco-tourism in the many aspects as the process of protecting the
environment, build social and benefit to local economic in the local communities Singh
(2014).
With regard to the different concept of eco-tourism and other tourism, eco-tourism focus
on the natural tourism as outdoor tourism and adventure tourism. It is concept of sea,
sand and sun. The concept of eco-tourism has to concern and protect environment that
the visitors would concern about the environmental resource when they visit the tourist
places. This concept is similar with the sustainable tourism Butler (1998). Moreover, it
would depend on the tourist place that travelers visit environmental area. The different
areas would different concept. It could divide two concepts which focus on the local
people and benefit of economic in local communities. Other focusing is the
environmental resource in areas. Both of this concept base on the eco-tourism
awareness about quality and resource to conservation in local areas and local
communities Scheyvens (1999).
According to (Blamey 2000), There are two types of eco-tourism which base on the
sustainable development principles. It supports the environmental conservation and It
also supports the host economic. The two principles involve in the eco-tourism concepts
that is created by base on the sustainable tourism and these principles would trend the
people to support the environmental conservation (Orams, 1995). The researcher would

divide the concept of eco-tourism two main aspects First is focusing on the local culture,
people, traditional in the tourist attraction. Second is focus on the environmental
surrounding in place that includes animal and natural. However, some of writer would
identify the concept of eco-tourism three aspects. which eco-tourism includes with
visitors who is concern about natural environment and environmental activities. It bases
on the local tourist place. Another aspect is mainly concerned from the eco-tourism
operating that relate with the local communities and local people such as power of
employment and benefit of local economic. The last eco-tourism concept is supported
by the visitors who are focus on the education of environment and natural conservation.
The visitor would responsible in the visiting eco-tourism Fennell (2003).
First is the local culture, people and traditional focusing. The most concepts of ecotourism would concern about local people in terms of the benefits of economic which
should be directly to the local communities. It would impact on the developing
environmental areas that is indirectly way of eco-tourism. Moreover, the eco-tourism
form is about sensitive of tourists in terms of tourism in the peaceful environmental
areas and It would concern in the impact of visitors with the environmental area. Ecotourism is also a small business scale in the mass tourism. It would focus on the
education of eco-tourism for visitors. Furthermore, the money is earned from the visiting
in eco-tourist place. This money has to be directly benefit to the environment for
conservation and development the local economic, politic and local societies. The
indirectly impact of ecotourism is the different culture that would be respected from
people around world Reddy, Babu and Reddy (2013). It supports by Wearing and Neil
(2009). The visitors would respect in the different local culture in eco-tourist place. It is
different culture and tradition in different countries and people would be more aware
about the local culture and local communities that is benefit for the local people in terms
of local economic. Other aspect of eco-tourism would base on the theoretical ecotourism concept that would involve with the developing environment, local social and
local economic Miller (1987).
Second is the focusing on environmental conservation. According to the World
Conservation Union (1996), it describes the eco-tourism concept which is the visitors

would be respond in the environmental area as the surrounding environment and

environmental conservation in terms of the surrounding environment includes the
previous and present of local cultural and historical place. The eco-tourism concept
provides trend of sustainable tourism which increase number of people who concern
about benefit and effect in visiting eco-tourist place. It might lead to decrease negative
effect on the environment in tourist place Nistoreanu (2003). There is a principle about
eco-tourism which is created by Wearing and Neil (2009). It focuses on the visitors who
are responsible in eco-tourism. This principle would be decrease the effect of visiting to
environmental area and surrounding environment. With regard to the eco-tourism
concept, it focuses on the concept of environment. The visitors would respond their
activities in the environmental areas which includes the pure tourist attraction and
original place in the pure environment. The eco-tourism provides the benefit of local
economic but it need to under the environment protection rule and the environmental
conservation. Therefore, the local people or the eco-tourism manager should create
their economic rule to control the benefit of local economic that must under the
environment protection Anisimov and Ryzhenkov (2014).
The most of concept about eco-tourism would relate with the environment resource and
the local communities that would involve in the eco-tourist place. There are two main
concepts of eco-tourism that concern about environmental area and local economic.
Both of these concepts would lead the eco-tourism to the sustainable tourism which
decrease negative effect of tourism and it increase the befit for environment and local
people in eco-tourism areas.

2.4 Theoretical Basis of the Study

2.4.1Consumer behaviour
The concept of consumer behaviour is focusing on the activities of consumer when they
procuring and purchasing the products or services. It is important for marketers to
develop strategies that influence on consumer behaviour Blackwell, Miniard and Engel
(2001). It agrees by Hoyer and MacInnis (2007). Consumer behavior study about why
people purchase the products or services. It is processing to analyze consumption
behavior. Moreover, the consumer behavior process does include individual and groups
choosing, consuming, using and purchasing of products and services which would

influence on their needs and desires (Solomon et al., 2006). The consumer behaviour is
the way to successful business. The company need to understand the customer who
might purchase and consume their products and services Goeldner and Ritchie (2012).
It could be explained the consumer behaviour process by the buyer behaviour which is
developed by Kotler & Armstrong (2012). The model of consumer behavior present the
process and the factors that influence in the consumer decision process. There are four
buyer characteristics that is individual factor to influence in the buyer decision process.
It stated by Solomon (2015). The factors influence in consumer behaviour which include
family, culture and economic. All of them are connecting in the consumer behaviour and
purchasing.
This chapter would explain about the internal and external factors of consumer behavior
which impact on the consumers selection in products and services.
Figure 2.1: Model of consumer behavior

Source: Kotler & Armstrong (2011)

Major variables influencing the decision process.
This stage consists the individual factors and environmental factors which impact on five
stages of decision making process (Abdallat and Emam, 2000). It stated by Kotler &
Armstrong (2012). The consumer decision making is impacted by the external and
internal factors which are high factors as culture of consumers, social class, personal
influence and psychological. All of them are the external (environmental influence) of

consumer decision making. The internal or individual factors are perception, attitudes,
motivation and personality Nguyen and Gizaw (2014).

2.4.1.1. individual factors of consumer decision making

The individual factors impact on the consumer decision making which has four key
factors as knowledge, attitudes, motivation and personality
Perception

According to Nguyen and Gizaw (2014), the process of perception would be selected by
the individual selection. Perception of consumer influences in the consumer decision
making and it is a part of the internal consumer behaviour.
In terms of perception of eco-tourism, there are five stages of the perceptual process
that relate with the environmental awareness. The normal process of perception is see,
smell, hear, touch and taste Cohen, Prayag and Moital (2014). It agrees by (Schiffman
and Kanuk, 2004). The meaning of consumer perception is the customer expectation in
products or services. It is similar in the experience of customers, values and motivations
in products or service. According to Solomon et al (2006) The explanation of consumer
with the stimulus is the response with the brand of products or services. all of these
called the perception of consumers. People are facing in lots of stimulus in every day.
so the company has to emphasize in the consumer attention which is the degree of
stimulus is difference degree. the consumer would emphasize in the stimulus within
their level of exposure such as it depends on individual background of consumer
Poupineau and Pouzadoux (2013). The explanation of perception includes the memory
of people with the characteristics of goods and services such as where the customer
buy, how to use products and when to buy Blackwell, Miniard and Engel (2001)
Figure 2.2: the perceptual process

It

presented

Poupineau

and

by
Pouzadoux

(2013). The meaning of memory is relation with stimuli and response by difference
cognitive activities. The meaning of memory is collection the learned information which
about the perceptual products and services by consuming and it would be remind in
consumer brain.
In terms of eco-tourism, the viewpoint of buyer behaviour is significant for tourists to
leisure, recess and discovery. According to Schmoll model (1997), the model show that
the activities and tourism plan have to attract customers and it is special in their
emotional side of travellers. The emotion of consumer directly impacts on the decision
making of consumer Babin and Darden (1996).
Attitudes

Attitude and belief is an individual conviction which depends on their knowledge and
experience. belief and attitude of people influence buying behaviour. Moreover, attitude
could be described through by the emotional feelings and action habits of people that
showed through by some idea and consumption (Kotler, 2003). It agrees by Moutinho
(1993). Attitudes is created by the experience and background of consumers.
consumers would respond toward an objects in a consistent way such as the products
and services. The positive and negative ideas have developed by products and services
that they consume. Moreover, attitude of consumer also influences on the buying
products consideration. The consideration buying would depend on the attitude of
consumers in the products. Consumer trend to purchase the products with the positive
attitude toward the products Hansen (2000). The products and services would impact
on the consumer behaviour. consumer decision is affected by belief and attitude of
consumers Blackwell, Miniard and Engel (2001). There are three stages of attitude.

In terms of tourism behaviour explanation, it should use sociology and psychology to

describe and predict in tourism (Gnoth, 1997). Attitudes could connect with the
consumer's belief that would directly impact on the consumer behaviour (Ajzen and
Fishbein, 1980). The holiday destination affects on the attitudes consumer decision
making in tourism. It is specific influence on the society as culture, group, family.
(Sirakaya & Woodside, 2005). Therefore, eco-tourism organization should create
customers attitudes by using various process. For example, company has to suggest
the characteristic of eco-tourism and environmental friendly management in company
(Moutinho, 1993). The explanation attitude and decision making of tourists are
connected together. the travel attitude has developed toward the benefit's perception.
the services and products in eco-tourism could impact on the traveler's decision making.
Products and services would provide the best benefit to customers. The possibility of
purchasing products rely perception of product which is the first process, perception of
products, second is belief and feeling within products and third on other factors
(Sirakaya & Woodside, 2005) (See figure2.3).

Figure2.3: Attitudes and travel decision making process

Source: (Moutinho, 1993)

Motivation

Motivation is the process of people who need to show their way or their activities
motivation happen when their needs is stimulated and consumer needs to satisfy in the
products or services Poupineau and Pouzadoux (2013). It agrees by Wilkinson (1989).
The utility theory refers to the consumers selection in the products and services. It
bases on the customer expectation in the products. The products are purchased by
individual interest so they would consume the products to respond their needs.
Moreover, positive and negative of motivations impact on the consumer making
decisions. The positive motivation would be more influence on the consumer decision
making toward the products than the negative motivation Mittal (1989). Needs were
created in 1962 by Murray. it could explain in two parts. First is physical and
psychological needs. For example, needs for recognition, order, autonomy etc. Other
theory of needs was created by Maslow 1943. It was Maslows Hierarchy of Needs
which could explain in five stages which comprise physiological, safety, social, esteem
and self-actualizing (See figure2.4). This theory is significant for motivation of consumer
decision making. To following the hierarchy of needs:

1. Physiological and biological needs, this stage is the basic of needs such as
breathing, eating and sleeping.
2. Safety needs, it would emphasize on the safety and security. For example,
security of health and family, it is not as necessary as first stage which is
physiological needs.
3. Social needs would be called love sense of belonging. It includes family,
friendship and sexual intimacy. It is also necessary for human needs.
4. Esteem needs, it is about the personal confident, individual needs, social
recognition and achievement.
5. Self-actualizing needs. this stage would involve with people who focus on the
seek personal growth and creativity person.
Figure2.4: Maslows Hierarchy of Needs

Source: Maslow (1954)

Personality

Personality in each person is similar and unique in all people. It impacts on the behavior
of consumer. Personal characteristic and personality could be explained by selfconfidence, sociability and aggressiveness (Solomon et al, 2006). It staged Blackwell,
Miniard and Engel (2001). Personality could be described by the relationship of
response and environmental stimuli. It is made from the personal psychology such as
how people responses to environment in society. Personality involve in personal
background and experience which would impact on the individuals personality changing
and it is a result to create their unique personality Kotler et al (2008).
Value is different from attitude. value is about the sustainable in time and it is unrelated
with the special situation (Solomon et al, 2006). Value closely related with culture which
is a main value. According to Schwartz (1990), core values were developed in the value
survey as follow: the most value of green attitude is about protecting the environment,
conserve nature and logically. values are significant for researching green buying since
the consumers have to concern and focus on the environment and they have to be a
person sensitive with nature that depends on the personal beliefs (Grunert and Juhl,
1995). It argued by Rex et al (2006). The external factors block the intention and
behavior. the external factors could impact on the consumer behavior such as cost.
Lifestyle is different in each person. It is necessary factor that would impact on the
consumer decision making process. Lifestyle comprise personal activities, interest and
opinion in their community (Kotler et al, 2008).

2.4.1.2 Environmental factors

It stated by Kotler & Armstrong (2012). The consumer decision making is impacted by
the external and internal factors which are high factors as culture of consumers, social
class, personal influence and psychological.
Culture factors

There are three factors that impact on the consumer decision making as culture, subculture and social class. Culture affects impact on buying behaviour which is aspect of

consumer needs and behaviour. Family, social group, their friend and cultural
environment could influence on consumer behaviour. The concept of perceptions and
behaviour is sent through by these group. Culture is a concept of value and meaningful
of symbols which help people to communicate and evaluate in the social groups. There
are high two keys of culture which are value and norm. both of them are the rule of
behaviour (Solomon et al, 2006). Moreover, culture impact on the consumer needs,
search and alternative evaluation stages in terms of how people decision in purchasing.
Culture influence on the information search such as word of mouth and suggestion from
their family about the products or services. It should influence on the consumer decision
making Blackwell, Miniard and Engel (2001).
Subculture
subculture is a part of main culture. it has several subculture in a main culture.
subculture could be explained by a group of people in a main culture. a group of people
have a similar of characteristic background, experience and behavior form. Subculture
includes religions, ethnic groups, nationalities etc. (Pride, 2006).
Social class
There are three stages of social class which is upper class, middle class and lower
class. it is divided by wealth of people in society. three social class is different of needs
and consumption form. for example, upper class would consume more products and
services than lower class and they would spend more money to respond their needs
than lower class Blackwell, Miniard and Engel (2001).
Social factors

Social factors directly and indirectly impact on purchasing of consumer and consumer
behavior. it could divide three key factors which are family, role and status, and social
groups.
Family
Family could influence on consumer decision making and it is high key of marketing and
consumer behavior (Commuri & Gentry, 2000). the strong relationship of consumer and
family members would provide a crucial influence in the consumer decision making. for

example, children always learn consumption form from their parent and family
members. therefore, their consumption behavior would similar with their family in the
future (Lamb et al, 2008). According to (Cliffs and Hall, 1997). the groups of society
include group of friends, family, co-worker. all of them are high impact on the consumer
behavior since personal lifestyle and the way of living depend on the one of group. The
social groups are high power in impact on consumer behavior.
Group
According to Spero and Stone (2004). the group members would directly and indirectly
impact on the attitude and behavior of people. the groups should be divided two
categories. first is primary groups which is group of friends, family and co-worker.
second is secondary group that is indirectly relationship between consumer and other
people. for instance, club member and other.
social groups are great power in impact on consumer as following:
Referent power: the social groups lead people try to be a person whom they admire.
people change their behavior and characteristic for identify to someone else.
Expert power: people would change their consumption behavior after get an information
from the expert talking about what products is the best (Cliffs and Hall, 1997).
In terms of eco-tourism, green attitude and reference groups are related together.
Actually, the new trend of tourism involves in the ecological concerns and it has become
more important in tourism. However, it is important in the developed countries all around
the world thus people are impacted by this concept and trend which is specific in ecotourism Poupineau and Pouzadoux (2013).

Personal factors

Personal characteristics impact on the consumer decision making process. It has

several parts of this factors but the main factors are age, gender, economic resource
and occupation Poupineau and Pouzadoux (2013).
Age

People are same age would through similar experience and they might share the
common needs, symbols and memory with products and services that lead them to the
similar in consumption form Hoyer and MacInnis (2007). It supported by Poupineau and
Pouzadoux (2013). People would purchase the different products in the different age. It
could divide the generation of consumer in four parts as 1. Generation Y 2. Generation
X 3. Boomer 4. Seniors
Generation Y and teenager
Generation Y (teenager) is people who are teen age until 20 years old or who born in
1997 1994. The trend of generation Y would like to go out on weekend and their friend
is high factor of information source that is important impact on their information search.
Generation X
Population born in 1965 to 1976 called generation X. This generation is close with their
family and the most of them would stay in the same place with their parent. They find
the way to success in everything of their life such as archive in work and generation X
want to balance the work and personal live by cutting of technology from their daily life.
Boomers
Boomers can be called baby boomers who born between 1946 to 1964. This generation
is a few sharing common needs and their experience. They are high individualism that
lead them to want the freedom of their life such as freedom of activities and purchasing.
The most of baby boomers are more spend time on the internet than other generation.
Seniors
The consumers are over 65 years old. There are more women than men in this section.
A reason is women are live longer than men. The information evaluation skill would
deteriorate with age and the consumer are difficult to remember in detail of products
and services. It would impact on their decision in the products and services.
Gender

Gender would be explained in the biological state. It could divide two genders which are
male and female. The different gender is different consumption behavior. On one hand,
female might focus on the detail of products and they would decide the product from the
personal information and the other information. On the other hand, male might decide to
purchase the products by overall information of product and use the personal
information to make decision Hoyer and MacInnis (2007). It stated by Poupineau and
Pouzadoux (2013). The young females with high education and income might concern
about the environment and they have an eco-friendly attitude.
Economic resource
There are serval meaning of economic resource which includes with income of
consumer. Income is the money from their working as the interest and welfare of the
company. The income could define what people could buy but it could not define what
customer want to buy. Consumer decision would depend on their income Blackwell,
Miniard and Engel (2001).

Occupation
Occupation of consumer influence on the consumer decision making. A reason is
people would consumption the products that are suitable with their occupation (Jain,
2010). It reported by (Hawkins et al., 2001). The occupation would influence in the
consumer behaviour. Occupation relates with the education. The specific occupation
would require higher level of education and skill from worker.

2.4.2 concept of consumer decision making

There are several factors might impact on the final outcome that includes internal
motivations and external motivation such as social trend and marketing promotion.
However, the individual information throughout all of factors and make decision that
base on their logical Ajzen and fishbein (1980). The process of consumer decision

making comprises need recognition, information search, pre purchase evaluation and
purchase Blackwell, Miniard and Engel (2001).
2.4.2.1 Problem recognition

The consumer decision making process would start with first step which is the problem
recognition. The meaning of recognition is the customer needs when they have a
problem with their consumption. It would impact on the motivation of consumer then it
leads the consumer to purchase products or services. There are two divides of problem
recognition as ideal state and actual stage. With regard to idea stage, it is the way that
people want to be such as travelling in a nice place. Actual stage is the real situation
that consumer is consuming now Hoyer and MacInnis (2007).
2.4.2.2 Information Search

There are two stages of information search which is the internal search and the external
search. First, internal search is searching from their memory which divide in four main
type. Hoyer and MacInnis (2007).
1. Brands: the concept of recall brand is the customers would recall it from their
memory when they face with the problem and the recall brand is a key of internal
search that could impact on the consumer decision making.
2. Attributes: it is a small information that is stored in the memory. Actually,
customer would not remember a detail of the products or services
3. Evaluation: the detail of products or services would rapidly decay from the
memory.
4. Experience: it about the images of products. If consumers have a good
experience with product. It would be easy to recall experience of these products.
Second, external search has two types which are pre-purchase search and ongoing
search. The external search is an external information such as published source, book
and magazine. An information would be collected by the environment around
consumers Blackwell, Miniard and Engel (2001).
2.4.2.3 Pre-purchase evaluation

The consumers have internal and external information of products. The next stage is the
consumers who should evaluate the information to compare the products or services
information from their mind. The key factor of consumer evaluation is the attitude of

consumer. As you can see in figure0. It presented the process of consumer choosing
the products and services Hawskin et al. (2001).
Figure2.5: Alternative Evaluation and Selection

Source: Hawskin et al. (2001).

2.4.2.4 Purchase

Consumer would decision to purchase or not purchase in this stage. When customer
consider to purchase the products or services. The purchase process is beginning in
this stage. The purchase decision process is the understanding reason of consumer
who decide to buy the products. Moreover, there are two main process of purchase that
is the purchase intention and purchase decision Kotler (2003). (see figure2.6)
Figure2.6: Steps between evaluation of alternatives and purchase decision

2.5 Theoretical Framework

The conceptual framework showed in diagram. It presented the two factors that might
influence on the consumer decision making process. It stated by Blackwell, Miniard and
Engel (2001). The individual differences and environmental influences would impact on
the consumer behavior. The researcher developed theoretical framework from the
consumer decision process model. It would be linked with the factors which influence on
the tourists decision making such as perception, attitudes and motivation. These factors
would be tested by the researcher. In addition, the framework below was improved from
the literature review which is very important for organization and company. Moreover,
the conceptual framework examines the relationship of environmental influence and
individual differences and it present the consumer decision process.
Figure2.7: Conceptual framework

2.6 Hypotheses
The important factors influence on the consumer decision making that would different
level. It depends on the consumers who are difference demographic, individual factors
and environmental factors. Based on the conceptual framework, the researcher creates
seven hypotheses for solving research objective.
H1: Perception factor impacts on the consumer decision making in eco-tourism
H2: Attitudes factor impacts on the consumer decision making in eco-tourism

H3: Motivation factor impacts on the consumer decision making in eco-tourism

H4: Personality factor impacts on the consumer decision making in eco-tourism
H5: Culture factor impacts on the consumer decision making in eco-tourism
H6: Social factor impacts on the consumer decision making in eco-tourism
H7: Personal factor impacts on the consumer decision making in eco-tourism
H8: The individual differences factors are the most influence in the consumer decision
making in eco-tourism.
H9: The environmental influences factors are the most influence in the consumer
decision making in eco-tourism.

2.7 Conclusion
This chapter illustrates the literature review. There 4 main parts First, the concept of
eco-tourism. It presents about the meaning of eco-tourism. Second, the background of
the Thai elephant conservation. Third, the concept of consumer decision making. There
are 2 main factors that impact on the consumer decision making process. Final, the
process of consumer decision making. There are four parts which are the problem
recognition, information search, pre-purchase evaluation, purchase. The end of this
chapter presents the theoretical framework.

Chepter3: Methodology

3.1 Introduction
This chapter presents the methodology of research that was applied in the study. It uses
the research onion approach that creates by Saunders, Lewis and Thornhill (2009).
There are 4 main parts that follow the research onion model. It is the research
philosophy, research approaches, research strategies and data collection method. For
the data analysis and questionnaire part, researcher provides three parts in this chapter
which are the questionnaire design, data analysis and the sample size. Finally, this
chapter includes the validity and reliability test, and ethical consideration in the end of
this chapter.
Figure3.1: the research onion model.

Source: Saunders, Lewis and Thornhill (2009, p52).

3.2 Research Philosophy

It state by Johnson and Clark (2006). Academicians have a strong belief in the
philosophy that particularly in conducting business and various management. It could
stimulate in their study. In terms of deciding the meaning of research philosophy, the
researcher need to create a suitable research question for researching. The research
question can divide four parts. It is pragmatism, realism, positivism and interpretivism.
This research chooses quantitative research for data collection form (Saunders et al.,
2009). The researcher would select Positivism approach to discussion cause and effect
of

data analyse result and the discussion would base on the objective and research

question that should relate with the research topic.

3.3 Research approach and method

According to Ghauri et al, (2005). There are variety research approaches to select in the
research that depend on type of research approach which could be explained in the
various methods. Moreover, there are various research method of data collection. For
example, observations, collecting information, analyse data and explanation. An

exploratory research is different finding in the same study area and it would follow the
explanation of research. Actually, it has a theoretical background which use to compare
the data in research.
Normally, the research would divide the research approach in two aspects which are
deductive approach and inductive approach (Trochim & Donnelly, 2008).
Deductive approach is a structured of research that the data is collected from
researchers who would focus on causal relationship of various variables and it could
create the result to conclusion in the research (Saunders et al, 2009). The aim of this
research create the finding the factors that would effect on the visitor decision making.
There are various elements of variables on consumer in eco-tourism. The researcher
would create the hypothesis to test the objective and research question. It would prove
the relationship of existing and non-existing of variables in this research. The
questionnaire would be used to collect data and it would be analysed by researcher.
Moreover, the deductive approach could lead to discussing about the concept of
research and theory that is created the research hypotheses in research. It would
include in the questionnaire and using statistical techniques to analyse the collected
data. It would help researcher to prove hypothesis in this research Saunder et al,
(2012).
With regard to research method, there are three segments of research method which is
different types. It is qualitative, quantitative and both of them is mixed in research. The
research method would depend on the research approach and research strategy. The
quantitative research method would be applied in this research. The research method
would be supported by quantitative research approach Saunder et al. (2009). In
addition, the researcher attempts to focus on the quantitative analysis. The finding
would be supported by the quantitative method and the result of the empirical analysis
would be observed by the finding process in research. Therefore, the researcher would
apply the quantitative approach to identify factors of consumer decision making in
consumer behaviour in terms of visiting the eco-tourism that would specific consumers
in the Thai elephant conservation center. The quantitative research approach would
help the researcher to prove the empirical analysis result.

3.4 Research strategy

The research strategy as the method of checking to achieve the objective and answer
covering the research question. The research strategy could be explained by the
process which the researcher use to answer the research question (Bryman & Bell,
2011). It has various strategies which is used in the research such as case study and
experimentation. However, the most of researchers would use the survey strategy which
need to specific in quantitative research form. As this strategy could use the research
instrument in terms of the numerical information from the target population. The
research instrument is questionnaire to collected data.

3.5 Research Instrument Design

With regard to the research, it uses quantitative analysis and it has to collect primary
data. The researcher has to create research instrument for checking the research
objective and research question that would match it. The most researcher would use
questionnaire for collecting data and measuring the data. It is a popular technique
(Zigmund et al, 2013). The researcher creates the questionnaire to cover the individual
factors, environmental factors and consumer decision making in eco-tourism. The
consumer targeted is Thai and foreign visitor in TECC thus the questionnaire would
provide two languages which is English and Thai for covering the visitors.
To prove the question in questionnaire is covered all the research object and research
question. It is presented in table below (Table3.2)

Table3.2: The matching hypothesis and question

Hypothesis
Questions
H1: Perception factor impacts on the - Have you ever travelled in Eco-tourism
consumer decision making in eco- before?
tourism

- How many times do you travel in Ecotourism a year?

- I understand the meaning of Ecotourism.

- I have lots of knowledge about ecotourism.

H2: Attitudes factor impacts on the -

Have

you

ever

involved

in

consumer decision making in eco- environmental conservation activities?

tourism

- I concern about environment in daily

life.
- The attitude of eco-tourism company
could impact on my decision
- The quality of service is high impact on
my decision making.

H3: Motivation factor impacts on the - I prefer to protect the environment

consumer decision making in eco- when I travel in tourist attraction.
tourism

- I prefer to visit in Eco-tourism.

- I prefer to select eco-tourism places
which have several activities about
nature.

H4: Personality factor impacts on the - I am a good eco-tourist in tourism.

consumer decision making in eco- - I think the environmental conservation
tourism

is important in the tourism.

- Normally, I select the tourist attraction
by myself.
- I prefer to travel alone in eco-tourism.

H5: Culture factor impacts on the - Basically, I prefer to select tourism

consumer decision making in eco- place that gained approval from others.
tourism

- It's extremely crucial for me when

people prefer in my selected ecotourism place.
- Desire to travel in the most popular

eco-tourism place in Thailand.

- In my opinion, the popular ecotourism
places are the best in eco-tourism
place.
H6:

Social

factor

impacts

on

the -

usually

make

the

eco-tourism

consumer decision making in eco- decision according to my friends or

tourism

colleagues suggestions.
- My family members influence on
tourism decision making
- The suggestion of my friends is
important for me to make decision in
eco-tourism.
- I always travel in the places which are
popular in my group of friends.
- I am a leader who make decision to
select the place in eco-tourism in my
group.

H7: Personal factor impacts on the - Nowadays, the concept of eco-tourism

consumer decision making in eco- has
tourism

become

popular

in

Thailand

tourism.
- The eco-tourism has improved my
awareness

about

environmental

conservation.
- I prefer to do the activities in ecotourism.
- Cost of eco-tourism is high impact on
my decision making

H8: The individual differences factors -

My

environmental

conservation

are the most influence in the consumer experience is impacted on my decision

decision making in eco-tourism.

to travel in eco-tourism.
- Information of eco-tourism is provided
by the tourism company that impacts on
my decision making.
- My environmental knowledge is high
impact on my decision making to travel
in eco-tourism.

H9:

The

environmental

influences - In the future, If I have opportunity to

factors are the most influence in the travel. I would decide to travel in ecoconsumer decision making in eco- tourism again.
tourism.

- In my opinion, ecotourism is the best

choice for making decision in tourism.

3.6 Questionnaire design

This research applies the quantitative research approach that would use questionnaire
to collected information. It would be designed by the researcher. It is suitable to collect
information about consumer behaviour thus the researcher would use it in this research.
There is various technique to collect data as it could show the consumer behaviour
(Robson, 2002). In Addition, Google forms and website for making online survey is a
choice for researchers to provide the questionnaire to the targeted consumer who
visited in the Thai elephant conservation center.
The first stage of questionnaire would present the objective of research and explanation
the questionnaire. The questionnaire design is clear in every part and comfortable to
understand answer the question that would make respondents to more comfortable to

respondent questionnaire. It state by Malhotra and Birks (2003). The question has two
types which is an open-end, and close-ended questions. This questionnaire in research
would use the closed-ended. There are three main parts in questionnaire and fourteen
major questions. The first part would provide the general information or demographic
information which about the respondents. The second part would ask about the
determinate influencing in consumer decision making that has two part as individual
influence and environmental influence. The third part would ask about consumer
decision making process. Moreover, the second part and third part would use a Likert
scale which is the five points as 5= Strongly Disagree, 4= Disagree, 3= Nature, 2=
Agree, and 1= Strongly Agree to convey consumers. The Likert scale would be
identified the level of agreement of respondents (Bryman and Bell, 2007). The
researcher would use the nominal question in part of general information such as
gender, age and income. The simple question could divide the type of consumers. All of
the general question would relate with their behaviour of purchasing decision making to
travel in eco-tourism.
First part is General information
There are 300 individual consumers to respondent in this question. They need to
respondent in the first part before go to the next part. There is some specific question in
this part to identify their characteristics. For example, age, occupation, education and
income.
Second part is consumer behaviour
This part would point to the factors of individual and environment that could impact on
consumer decision making process such as personal factor, attitude and perception
factor. This stage would provide the specific information about consumer behaviour to
analyse in part of which factors impact on consumer decision making.
Third part is consumer decision making process

There are four stages in this part which about the consumer decision process. It is need
recognition, Eco-tourism information search, pre-purchase and purchase. It would be
analysed the pervious information to know the result of visitor decision making in TECC.

3.7 Data collection process

3.7.1 The respondents at The Thai elephant conservation center(TECC)
In terms of the offline respondents in this research, it is requested to visitors who visit in
The Thai elephant conservation center (TECC) to respondent this questionnaire. It
might first time or more than one time that they visit in eco-tourism. The respondent of
questionnaire would take the maximum ten to fifteen minutes to answer them. The
researcher has to visit the Thai elephant conservation center(TECC) at least two or
three times in the weekend to reach the maximum number of visitors collect all
questionnaire.
3.7.2. Online respondents
The online respondents are the visitors who have ever visited in the Thai elephant
conservation center(TECC) and they posted their photo, sharing their experience and
sharing their location on their Facebook that connected with Facebook page of the Thai
elephant conservation center(TECC). The respondents, who visited TECC at least one
time, could be requested to do this questionnaire.

3.8 Data analysis

There are two sources of data which is primary source and secondary source that could
be explained in data analysis. The data analysis has to focus on the first step of the
research which is deductive and quantitative method. The answer of respondents would
be collected for analyse in this research. According to Sauder et al. (2012), the data
analysis could be described as a method of information assessment and explained
results of data that collected through survey. There are two sources of data which is
primary source and secondary source that could be explained in data analysis. The data
analysis has to focus on the first step of the research which is deductive and
quantitative method. The answer of respondents would be collected for analyse in this
research. According to Sauder et al. (2012), the data analysis could be described as a

method of information assessment and explained results of data that collected through
survey. Moreover, the researcher would use the Statistical Package for the Social
Sciences (SPSS software) for analysing the relationship between variables (Dancey &
Reidy, 2008). The processes of statistical analysis would help the researcher to manage
and understand their information (Bryman & Bell, 2011). This research would focus on
the analysing relationships of the different variables of consumers that would impact on
the consumer decision making in terms of eco-tourism. In terms of the types of test in
this research, there are three types of test. First, multiple linear regression models are
used to analyse the variables of individual difference and environmental influences in
consumer decision making. It is used to test hypothesis 1-9 in this research. Second,
inferential analysis is called T-test analysis and one-way ANOVA which are used to
explains the relation among factors of consumers that would influence on the consumer
decision making in eco-tourism. Third, Cronbachs alpha test is used to test the outcome
of data analysis that is reliable and accurate. Fourth, Pearson Product-moment
Correlation Coefficient is used to test the relationship between two associate variables.

3.9 Sample size

The sample size is a process of sampling method that is a technique to create the
method of data collected. The sample size of this research would be based on the
sample size of market research. It is created by Malhotra and Birks (2003). I presented
about the normal number of respondents associating in the study of test-marketing that
would collect number of respondents estimate 300-500 questionnaires (figure 3.3).
Nevertheless, the time in this research has a limited. Normally, the academic research
processed should use 300 questionnaires which are specific targeted respondents.
According to Malhotra and Birks (2003), the minimum sample size of respondents would
expect in 200 questionnaires that is sufficient to data analysis in this research.
Figure3.3: the sample size in marketing research

Source: Malhotra and Birks, 2003

3.10 Validity and Reliability

With regard to research data, the data of research need to be valid and reliable.
In terms of valid, it would be related with the credibility in this research. Validity is
important tool in measuring to present the data which is correct information in the
research (Eriksson & Wiedersheim-Paul, 1997). The process in this research is
supposed to verify the correct by using previous study which related with the topic of
research. It should be checked before launching online and offline of questionnaires to
visitors in The Thai elephant conservation center (TECC) (Denscombe, 1998)..
With regard to the reliability of research, the researcher tests the reliability of 303
collected data to assure the creditability of inferential analysis in the further section.
Cronbachs alpha test is done with 303 collect data to test the internal consistency of
independent and dependent variable. From the test, it found all of an inter-rater rater
correlation is all above 0.40. According to Hair et al. (1998), threshold level for accepting
reliability of alpha coefficient should be above 0.70. In term of coefficient level from eight
constructs, alpha values vary from 0.705 to 0.874. It concludes that all of constructs
have high consistency, which is available to generate more stabilized and reliable
outcome.
Table 3.4 Cronbachs Alpha analysis

N = 303
Perception
Attitude
Motivation
Personal

Cronbach's

Alpha
.831
.716
.800
.705

Items
2
3
3
4

of

Culture
Social
Personal
Consumer

.724
.791
.707
decision .874

4
5
4
5

making

3.11 Ethical consideration

The survey should follow the ethical guidelines form of the university of Huddersfield. It
is followed this principle by Saunders et al. (2009). According to Bryman & Bell (2007)
the philosophy is involved in ethics that would be explained by behaviour and moral of
human. The researcher has an ethic to keep the personal information who respondent
this survey (Babbie, 2010). The researcher would be strict to collect the information. The
study's respondents were not asked about personal information that could identify
person. All of data collected would be stored by using the password to protect data files
on the PC and it could be deleted for three or four months after the study finishing.

3.12 conclusion
For the methodology chapter, it illustrates the methodology of this research. It uses to
analyse and collets the data that relates with the consumer decision making to visit the
eco-tourist place. It provides data analysis and the result of data collection in the
chapter four.

Chapter 4: Analysis and Results

4.1 Introduction
The goal of this chapter is to provide data analyses that can response to the research
questions and objective. There are three objectives represent in this dissertation

required to accomplish, which aim to discover the factors are influencing on consumer
decision making to visit in eco-tourism in Thailand. Quantitative data analysis was
applied to complete these goals. Statistical analysis tool like Statistical Package for the
Social Sciences (SPSS software) is selected for analysing the relationship between
variables. Therefore, statistical analysis tested and interpreted in this chapter is both
descriptive and inferential statistics. Descriptive analysis includes summary of
demographic, consumer behaviour, and the explanation of Likert scale questions that
cover the individual factors, environmental factors and consumer decision making in
eco-tourism. Inferential analysis explains the relation among variables of consumers
that would impact on the consumer decision making in terms of eco-tourism.
Furthermore, comparative test is done for investigate characteristics of eco-tourist.

4.2 Result of Data Collection

Base on research methodology, survey technique is use for collecting primary data used
in data analysis. Questionnaires were initially sent to both offline and online, to visitors
in elephant conservation centre (TECC) in Thailand during 18 th 19th December 2015,
and any visitors who ever visited in TECC and posted photo or shared location on their
Facebook via fanpage of TECC between 12 th and 19th December 2015. Total 367 were
sent to respondents and returned. Screening question required to ask the respondents
to ensure they used to visit TECC at least one time. After draw out unusable
questionnaire, 303 surveys were considered to be usable for data analysis. Most of
rejected survey is incomplete and stated as never visit TECC. According to table 4.1,
the result shows response rate from offline distribution is higher than online. The overall
response rate is 82%.

Table 4.1 Proportion of data collection

Online

Frequency
127

Percent
41.9

Offline
Total

176
303

58.1
100.0

4.3 Summary of Demographics Profiles

This section provides descriptive analysis and to response the first part of questionnaire
that ask respondent about their general characteristics, for instance, gender, age,
education level, occupation, and average income per month. Frequency and percent of
demographic variables were summarised in table 4.2.
From the table, demographic variables include of five factors. The percent of gender
show female tourists dominated this study, consist of 60.4% and male respondents
shared 39.6% of total. Five age groups were classified. The result shows only
respondents aged between 21 and 30 have percent distribution more than half (61.1%).
Followed by age of 31 40 (12.5%), over 50 (12.2%), 41 50 (9.9%), and under 20
(4.3%). This research consists of many participants who were well-educated. Majority of
respondents had completed Undergraduate level (67%), followed by Postgraduate
(24.4%), high school (5.3%), and Doctorate Degree (3.3%). About half of overall
respondents were employed (49.5%), followed by student (28.7%), self-employed
(16.8%). Only 5% of total were retired. In term of average income, this survey found
most of respondents earned 15,000 - 30,000 Baht per month, which across minimum
salary level (32.3%), followed by below 15,000 Baht (31.7%). The rest of respondents
have personal monthly income above 30,000 Baht, accounted for 13.5%, 10.2%, and
12.2%, respectively.

Table 4.2 Demographic profile of respondent

Frequenc

Percen

Gender (n = 303)
Male
Female
Age (n = 303)
Under 20
21 - 30
31 - 40
41 - 50
Over 50
Education level (n = 303)
High school
Undergraduate
Postgraduate
Doctorate Degree
Occupation (n = 303)
A student
Employed
Self-employed
Retired
Average revenue (n = 303)
Below 15,000 Baht
15,000 - 30,000 Baht
30,001 - 45,000 Baht
45,000 - 60,000 Baht
More than 60,000 Baht

120
183

39.6
60.4

13
185
38
30
37

4.3
61.1
12.5
9.9
12.2

16
203
74
10

5.3
67.0
24.4
3.3

87
150
51
15

28.7
49.5
16.8
5.0

96
98
41
31
37

31.7
32.3
13.5
10.2
12.2

4.4 Consumer Behaviour of Eco-tourism

In this section, the researcher wants to explore consumer behaviour in aspect of Ecotourism. Frequency and percent of three questions from second part of research
instrument were summarised in table 4.3.
The result from table shows 77.2% of respondent involved in environmental
conservation activities while a total of 22.8% never involve. Moreover, 76.6% used to
travel in Eco-tourism before. Furthermore, visitors in elephant conservation center
(TECC) who participated surveys stated they travel in Eco-tourism a year at once
(60.7%), followed by 2 4 times (31%), and 8.3% for more than 4 times. This summary
indicates that three quarters of participants have experience with Eco-tourism before,
but one third of overall respondent participated more than one time per year.

Table 4.3 Consumer behaviour and participation in Eco-tourism

Frequenc

Percen

Have you ever involved in environmental conservation

activities?
(n = 303)
Yes
234
No
69
Have you ever traveled in Eco-tourism before? (n =

77.2
22.8

303)
Yes
232
No
71
How many times do you travel in Eco-tourism a year?

76.6
23.4

(n = 303)
Once
2 - 4 times
More than 4 times
Total

184
94
25
303

60.7
31.0
8.3
100.0

4.5 Factor Influencing in Consumer Decision Making

For measure agreement of respondents towards statement in aspect of eco-tourism,
there are thirty questions that implemented Likert 5-point scale. Eight constructs were
analysed by using percent and mean statistics to identify the average dispersion of
participants agreement level. The interpretation was classified as 1 for strongly
disagree, 2 for disagree, 3 for neutral, 4 for agree, and 5 for strongly agree.
4.5.1 Individual Factors
There are four individual factors which influence on the tourists decision making,
include perception, attitudes, motivation, and personality. Results were presented in
table 4.4 4.7
From table 4.4, the result shows 37% of respondents were agreed in term of understand
the meaning of Eco-tourism (xx = 3.48), and followed by 40.3% of participants who
neither agreed or disagreed to have lots of knowledge about eco-tourism (xx= 3.08). The
mean scores vary from 3.08 to 3.48 represent some of respondents understand the
term of eco-tourism, but still lack in knowledge.

Table 4.4 Descriptive analysis of perception towards Eco-tourism

Degree of agreement
Mean S.D
1
2
3
4
5
I understand the meaning of 22
26
92
112
51
3.48 1.09
7.3% 8.6% 30.4% 37.0% 16.8%
Eco-tourism
I have lots of knowledge about 27
48
122
85
21
3.08 1.03
8.9% 15.8% 40.3% 28.1% 6.9%
Eco-tourism
According to table 4.5, the result shows 41.9% of respondents were agreed with
concern about environment in daily life (xx= 3.71). Furthermore, 48.5% of participants
were agreed quality of service is high impact on decision making (xx= 3.99). Besides,
41.3% were agreed with attitude of Eco-tourism company could impact on their
decision. The mean scores vary from 3.45 to 3.99 explains that visitors who participated
survey have positive attitude towards eco-tourism.
Table 4.5 Descriptive analysis of attitude towards Eco-tourism
Degree of agreement
Mean S.D
1
2
3
4
5
I concern about environment in 4
22
91
127
59
3.71 .91
1.3%
7.3%
30.0%
41.9%
19.5%
daily life
The attitude of Eco-tourism 13
27
106
125
32
3.45 .95
company could impact on my 4.3% 8.9% 35.0% 41.3% 10.6%
decision
The quality of service is high 5
14
48
147
89
3.99
1.7% 4.6% 15.8% 48.5% 29.4%
impact on my decision making

.89

Table 4.6 represents 41.9% of respondents were agreed to protect the environment
when they travel in tourist attraction (xx= 4.14), while 39.3% strongly agreed with this
statement. Furthermore, 44.6% of participants were agreed to visit in Eco-tourism (xx=
3.63). Moreover, 47.5% were agreed to select Eco-tourism places which have several
activities about nature. The mean scores vary from 3.62 to 4.14 declares that
participants have strong motivational on make choice with Eco-tourism when they
decide to travel.

Table 4.6 Descriptive analysis of motivation towards Eco-tourism

Degree of agreement
Mean S.D
1
2
3
4
5
I prefer to protect the 5
11
41
127
119
4.14 .90
environment when I travel in 1.7% 3.6% 13.5% 41.9% 39.3%
tourist attraction
I prefer to visit in Eco-tourism

8
2.6%
I prefer to select Eco-tourism 6
places which have several 2.0%

27
8.9%
33
10.9%

83
27.4%
75
24.8%

135
44.6%
144
47.5%

50
3.63
16.5%
45
3.62
14.9%

.95
.93

activities about nature

Table 4.7 represents 43.2% of respondents were agreed as they are good Eco-tourist (xx
= 3.72).

Moreover, most of respondents strongly agreed with the important of

environmental conservation in the tourism (45.9%, xx= 4.16). Furthermore, 41.6% of

participants were agreed to select tourist attraction personally (xx= 3.85). However, 29%
of respondent neither agreed nor disagreed to travel alone, while 26.7% disagreed to
travel alone. The mean scores vary from 2.84 to 4.16 states that participants have paid
attention to eco-tourism personally, but they still prefer to travel in a group rather than
by himself or herself.
Table 4.7 Descriptive analysis of personality towards Eco-tourism
Degree of agreement
Mean S.D
1
2
3
4
5
I am a good Eco-tourist in 7
21
83
131
61
3.72 .94
2.3%
6.9%
27.4%
43.2%
20.1%
tourism
I think the environmental 7
13
45
99
139
4.16 .98
4.3%
14.9% 32.7% 45.9%
conservation is important in 2.3%
the tourism
Normally, I select the tourist 12
4.0%
attraction by myself

17
5.6%

62
126
86
3.85
20.5% 41.6% 28.4%

I prefer to travel alone in 43

81
88
64
27
14.2% 26.7% 29.0% 21.1% 8.9%
Eco-tourism

2.84

1.02
1.18

4.5.2 Environmental Factors

There are three environmental factors which influence on the tourists decision making,
include culture, social, and personal factor. Results were presented in table 4.8 4.10
Table 4.8 shows 39.9% of respondents were agreed to circumstance that others prefer
in their selected Eco-tourism place (xx= 3.65). However, the rest of three questions
were neither agreed nor disagreed by them. 45.5% neither agreed nor disagreed to
select tourism place that gained approval from others (xx= 3.08). 41.6% also shares
neutral opinion towards travel in the most popular Eco-tourism place in Thailand (xx=
3.33). Finally, most of respondents were neither agreed nor disagreed with the popular
ecotourism places are the best in Eco-tourism place (42.2%, xx= 3.09). The mean
scores vary from 3.08 to 3.65 states that participants prefer to choose Eco-tourism
place. They selected by themselves rather than guided by others.
Table 4.8 Descriptive analysis of culture factors of Eco-tourism
Degree of agreement
1
2
3
4
5
Basically, I prefer to select 16
55
138
76
18
tourism place that gained 5.3% 18.2% 45.5% 25.1% 5.9%
approval from others
It's extremely crucial for me 3
20
1.0%
6.6%
when people prefer in my

Mean S.D
3.08

.94

108
121
51
3.65
35.6% 39.9% 16.8%

.87

selected Eco-tourism place

Desire to travel in the most 12
33
126
106
26
4.0%
10.9%
41.6%
35.0%
8.6%
popular Eco-tourism place in

3.33

.92

Thailand
In my opinion, the popular 18
57
128
80
20
5.9%
18.8%
42.2%
26.4%
6.6%
ecotourism places are the best

3.09

.97

in Eco-tourism place
According to table 4.9, 36.3% of respondents were agreed that family members
influence on their tourism decision making (xx = 3.50), as well as 37.6% of overall
respondents were motivated by their friend ( xx= 3.40). However, 38.6% and 43.6%
were neither agreed nor disagreed that suggestion from friends or colleagues affects
their choice (xx= 3.25). 40.3% of them also neither agree nor disagree to travel in the

places which are popular in group of friends (xx= 3.27). And lastly, 44.6% respondents
were neither agreed nor disagreed towards being leader who make decision in Ecotourism (xx= 3.19). The mean scores vary from 3.19 to 3.50 states that participants were
influenced from family rather than friends. Their family member has role in their travel
choice.

Table 4.9 Descriptive analysis of social factors of Eco-tourism

Degree of agreement
1
2
3
4
5
I usually make the Eco- 14
35
132
105
17
tourism decision according to 4.6% 11.6% 43.6% 34.7% 5.6%
my

friends

or

Mean S.D
3.25

.90

colleagues

suggestions
My family members influence 19
30
6.3% 9.9%
on tourism decision making

89
110
55
3.50
29.4% 36.3% 18.2%

1.09

The suggestion of my friends 12

30
4.0% 9.9%
is important for me to make

117
114
30
38.6% 37.6% 9.9%

3.40

.94

decision in eco-tourism
I always travel in the places 18
33
122
110
20
which are popular in my group 5.9% 10.9% 40.3% 36.3% 6.6%

3.27

.95

of friends
I am a leader who make 15
47
135
78
28
decision to select the place in 5.0% 15.5% 44.6% 25.7% 9.2%

3.19

.97

Eco-tourism in my group

As seen in table 4.10, 44.2% of respondents were agreed that Eco-tourism has become
popular in Thailand tourism (xx= 3.60). Moreover, 42.9% of overall respondents were
agreed

that

the

Eco-tourism

has

improved

awareness

about

environmental

conservation (xx= 3.92), and make them want to do the activities in eco-tourism (45.5%,
xx = 3.83). Sometime, it seems cost of Eco-tourism is high impact on their decision

making, as 38.3% agreed with this statement. The mean scores vary from 3.59 to 3.92
states that participants likely to interest in eco-tourism and make them aware about
conservation to environment.

Table 4.10 Descriptive analysis of personal factors of Eco-tourism

Degree of agreement
Mean S.D
1
2
3
4
5
Nowadays, the concept of 7
21
100
134
41
3.60 .89
Eco-tourism
has
become 2.3% 6.9% 33.0% 44.2% 13.5%
popular in Thailand tourism
The Eco-tourism has improved 3
7
my
awareness
about 1.0% 2.3%

82
130
81
3.92
27.1% 42.9% 26.7%

.85

environmental conservation
I prefer to do the activities in 4
12
1.3%
4.0%
eco-tourism

82
138
67
3.83
27.1% 45.5% 22.1%

.86

Cost of Eco-tourism is high 7

31
95
116
54
3.59
impact on my decision making 2.3% 10.2% 31.4% 38.3% 17.8%

.97

4.5.3 Consumer decision making in Eco-tourism

Table 4.11 describes 47.9% of respondents were agreed to travel in eco-tourism again if
they have opportunity (xx= 3.68). 43.2% and 42.9% of overall participants were agreed
with conservation experience and knowledge is impacted on decision to travel in ecotourism (xx= 3.58), Furthermore, 41.6% also agreed with information from the tourism
company affects their decision (xx= 3.45). However, ecotourism is not always the best
choice for making decision in tourism, as we can see percentage dispersion of 36.6%
and 36.3% of respondents neither agreed nor disagreed with this term. The mean
scores vary from 3.45 to 3.68 states that participants have strong preference in ecotourism, but not always to choose it as travel choice.

Table 4.11 Descriptive analysis of decision making in Eco-tourism

Degree of agreement
Mean S.D
1
2
3
4
5
In the future, If I have 4
24
83
145
47
3.68 .88
1.3%
7.9%
27.4%
47.9%
15.5%
opportunity to travel. I would
decide to travel in eco-tourism
again
In my opinion, ecotourism is 11
30
the best choice for making 3.6% 9.9%

111
110
41
3.46
36.6% 36.3% 13.5%

.97

decision in tourism
My
environmental 6
24
2.0% 7.9%
conservation experience is

101
131
41
3.58
33.3% 43.2% 13.5%

.89

99
126
33
3.45
32.7% 41.6% 10.9%

.95

89
130
54
3.67
29.4% 42.9% 17.8%

.91

impacted on my decision to
travel in eco-tourism
Information of eco-tourism is 11
34
provided by the tourism 3.6% 11.2%
company that impacts on my
decision making
My environmental knowledge 4
26
is high impact on my decision 1.3% 8.6%
making to travel in eco-tourism

4.6 Hypothesis testing

In this section, the author represents the use of inferential statistics to solving the
research objective. In order to answer the first objective, to investigate how consumer
decision making in eco-tourism that can be attracted by various individual difference
factors.

Hypothesis 1, 2, 3, 4, and 8 will be tested with multiple linear regression

models. From the second objective, to research the environmental factors that influence

on of the consumer decision making in TECC. The author settles hypothesis 5, 6, 7, and
9, then analyse with multiple linear regression models. Finally, to investigate whether
the consumer decision making process in eco-tourism which is affected more by
individual differences or environmental influence factors on consumer decision making.
The researcher also applies another multiple regression model to compare which factor
is better to influence decision of consumer in eco-tourism. Additionally, comparative
analysis is used for exploring characteristics of person who interest and make decision
in the eco-tourism.
4.6.1 Correlation analysis
Before testing hypotheses with multiple regression analysis, it should determine the
correlation between each variable and declare direction of relationship. Pearson
Product-moment Correlation Coefficient is the most commonly known to use in testing
the relationship between two associate variables. Correlation value can be positive or
negative relationship. When value is close to 1, it indicate the strong relationship, while
value is close to 0 is being weak. Moreover, correlation analysis is help researcher to
detect multi-collinearity. It should not be existed if multiple regression analysis is
required to test (Field, 2005). If correlation is too high, it cannot distinguish how different
between two variables. It can affect the quality of outcome, so correlation should not
higher than 0.90 (Field, 2005). Since this study contains eight constructs, it would be
better to represent the result in form of matrix. In the table 4.12, the researcher clarifies
the relationship level of eight variables. Initially, it found range of correlations vary from
0.260 to 0.726 and all of correlation is being positive relationship. From this, it appears
no multi-collinearity existed. It found motivation has strongest relationship decision
making in eco-tourism (r = 0.698), followed by personal factor (r = 0.636), attitude (r =
0.567), personality (r = 0.554), social (r = 0.480), culture (r = 0.457), and perception (r =
0.425). According to Cohen (1988), the r-value is greater than 0.50 mean, it has large
size of relationship, and 0.3 0.49 is moderate relationship. It means personal,
motivation, personality, and attitude towards consumer decision making in eco-tourism
has strong relationship. Therefore, this eight constructs are appropriate for testing with
multiple regression.

Table 4.12 Correlation analysis

Percepti

Attitud

Motiva

Person Cultur Soci

Person Decisi

on
1

tion

ally

n
Attitude
.542**
Motivation .476**
Personall .403**

1
.726**
.532**

1
.668**

y
Culture
Social
Personal

.260**
.361**
.406**

.375**
.396**
.521**

.450**
.436**
.632**

**

**

**

Perceptio

Decision

.425

.567

.698

al

al

.457**
.420**
.570**

1
.669**
.408**

1
.

**

**

.554

.457

472**
.
.636**

on

480**
Remarks: has statistical significant at 0.01

4.6.2 The influence of Individual Differences factors on customer decision

making in Eco-tourism
In model summary, four constructs of influencing factors (perception, attitude,
motivation, and personality) have 50.5% (Adjust R 2 = 0.505) predicts travellers decision
making in eco-tourism. R-value of 0.716 represents this model has large relationship
between individual differences factors and customer decision making. According to Fstatistic of 78.172, this model is significantly predicted customer decision (Sig < 0.05).
From significant level, it also explains that motivation and personality can impacted on
the consumer decision making in eco-tourism (Sig < 0.05), but perception and attitude
has no impact on decision of customer (Sig > 0.05). Beta correlation and t-statistic
indicates that motivation is individual difference factor that mostly impacted customer
decision making ( = 0.486, t= 7.528), followed by personality ( = 0.139, t= 2.539).
These following results can help researcher judged the hypotheses, as hypothesis 3

and 4 was accepted, and rejected hypothesis 1 and 2. Motivation and personality factor
positively impacted on the consumer decision making in eco-tourism. The respondents
with strong preference in environmental preservation and prefer to visit in eco-tourism,
they are easier to decide on traveling in eco-tourism.
Table 4.13 Multiple regression analysis between individual differences factors and
customer decision making
R

Adjuste
d

(Constant)

.716

Beta

Sig.

78.17

.708

4.026

.000

.064
.080
.486
.139

1.728
1.257
7.528
2.539

.085
.210
.000
.012

Square
.505

2
Perception
Attitude
Motivation
Personality

Table 4.14 Summary of H1 H4

Hypothesis statement
Result
H1: Perception factor impacts on the consumer decision making in Rejected
eco-tourism
H2: Attitudes factor impacts on the consumer decision making in Rejected
eco-tourism
H3: Motivation factor impacts on the consumer decision making in Supporte
eco-tourism
d
H4: Personality factor impacts on the consumer decision making in Supporte
eco-tourism

4.6.3 The influence of Environmental factors on customer decision making in

Eco-tourism
In model summary, three constructs of influencing factors (culture, social, and personal
factors) have 45.4% (Adjust R2 = 0.454) predicts consumers decision making in ecotourism. R-value of 0.780 represents this model has large relationship between

environmental factors and customer decision making. According to F-statistic of 84.868,

this model is significantly predicted customer decision (Sig < 0.05).
From significant level, it also explains all environmental factors impacted on the
consumer decision making in eco-tourism (Sig < 0.05). Furthermore, beta correlation
and t-statistic indicates that personal factor is the environmental factor that mostly
impacted customer decision making ( = 0.584, t= 10.423), followed by culture factor (
= 0.176, t= 2.785) and social factor ( = 0.138, t= 2.215). These following results can
help researcher solves the hypotheses, as hypothesis 5, 6, and 7 was accepted.
Culture, social, and personal factor positively impacted on the consumer decision
making in eco-tourism. The respondents who perceived strong preference in
environmental factors, they are easier to decide on traveling in eco-tourism.
Table 4.15 Multiple regression analysis between environmental factors and customer
decision making
R

Adjuste
d

(Constant)

.780

Beta

Sig.

84.86

.349

1.696

.091

.176
.138
.584

2.785
2.215
10.42

.006
.027
.000

Square
.454

8
Culture
Social
Personal

3
Table 4.16 Summary of H5 H7
Hypothesis statement
Result
H5: Culture factor impacts on the consumer decision making in eco- Supporte
tourism
d
H6: Social factor impacts on the consumer decision making in eco- Supporte
tourism
d
H7: Personal factor impacts on the consumer decision making in Supporte
eco-tourism

4.6.4 The Comparative between impact of Individual Differences and

Environmental Influence on customer decision making in Eco-tourism
The researcher needs to explore consumer decision making process in eco-tourism that
is affected more by individual differences or environmental influence factors on
consumers decision making. Then, aggregated mean value of four constructs for
individual differences and three constructs for environmental influence factors were
done. The summary show 52.6% of both variables (Adjust R 2 = 0.526) predicts travel
decision of customer in eco-tourism. R-value of 0.725 represents this model has large
relationship between those variables and customer decision making. According to Fstatistic of 166.620, this model is significantly predicted customer decision (Sig < 0.05).
Significant level of both factors is equal to 0.000, as it indicated the impact of individual
differences or environmental influence factors on decision of customer. According to
beta coefficient, it also explains individual difference factors have stronger impacted on
the consumer decision making in eco-tourism than environmental factors at 0.05
significant level. From this, hypothesis 8 and 9 was accepted. It means both factors
have strong influenced customer decision making, but individual differences factors are
better motivate consumer than environmental influence factors.
Table 4.17 The comparison between impact of individual differences and environmental
factor on customer decision making in Eco-tourism by using multiple regression analysis
R

Adjuste
d

(Constant)

.725

Beta

Sig.

166.62

.144

.742

.459

.527
.442

8.950
6.415

.000
.000

Square
.526

0
Individual differences factor
Environmental influences
factors
Table 4.18 Summary of H8 H9
Hypothesis statement
Result
H8: The individual differences factors are the most influence in the Supporte

consumer decision making in eco-tourism

d
H9: The environmental influences factors are the most influence in Supporte
the consumer decision making in eco-tourism.

4.6.5 Multiple Comparisons of Personal Factors in Consumer Decision Making

in Eco-tourism
In this section, comparison test includes t-test and one-way ANOVA applied to examine
respondents attitude and decision making in the eco-tourism. Furthermore, multiple
comparison analysis like Scheffes test is use for comparing mean score of each
category. The results presented in the table 4.19 4.21.
From the first table, the result compares mean score of perception towards individual
difference by each respondents personal variable. The result of t-test and ANOVA
shows age, occupation, and income is significant different in perception towards
individual difference at 0.05 significant level.
The result of Scheffe test shows respondents with age between 31 and over 50 have
highest perception of individual difference factors with mean score of 3.91 3.97 while
respondents who aged under 20 has lowest score ( xx= 2.92). Furthermore, retired group
has significant highest score (xx= 3.95), while student has significant lower than any
group (xx= 3.39). Lastly, respondent who have income between 45,000 - 60,000 Baht
has strongest agreed with individual differences with mean of 3.92, while respondent
who have income below 15,000 Baht has lowest score of 3.50, which is significant
lowest among other income group.

Table 4.19 Multiple Comparison Test between Personal Factors and Individual
Differences Factors
Personal variable
Gender
Male
Female
Age
Under 20
21 - 30

Mean

T / F-statistic Sig
.248
.805

3.62
3.60
15.383
2.92
3.46

.000

31 - 40
41 - 50
Over 50
Education
High school
Undergraduate
Postgraduate
Doctorate Degree
Occupation
A student
Employed
Self-employed
Retired
Income
Below 15,000 Baht
15,000 - 30,000 Baht
30,001 - 45,000 Baht
45,000 - 60,000 Baht
More than 60,000 Baht

3.97
3.91
3.97
.530

.662

5.273

.001

3.174

.014

3.53
3.59
3.69
3.52
3.39
3.68
3.65
3.95
3.50
3.56
3.76
3.92
3.59

In the second table, the result compares mean score of perception towards
environmental influences by each respondents personal variable. The result of t-test
and ANOVA shows age, occupation, and income is significant different in perception
towards environmental influences at 0.05 significant level.
The result of Scheffe test shows respondents with age between 31 and over 50 have
highest perception of environmental influences with mean score of 3.60 3.73 while
respondents who aged under 20 and 21 - 30 has significant lower than others with
score of 3.31 3.32. Moreover, retired group has significant highest score (xx= 3.70),
while other group has significant lower than retired respondents. Finally, respondent
who have income between 45,000 - 60,000 Baht has strongest agreed with
environmental influences with mean of 3.81, while respondent who have income below
15,000 Baht, 15,000 30,000 Baht, and more than 60,000 Baht has significant lower
score.
Table 4.20 Multiple Comparison Test between Personal Factors Environmental
Influences Factors

Personal variable
Gender
Male
Female
Age
Under 20
21 - 30
31 - 40
41 - 50
Over 50
Education
High school
Undergraduate
Postgraduate
Doctorate Degree
Occupation
A student
Employed
Self-employed
Retired
Income
Below 15,000 Baht
15,000 - 30,000 Baht
30,001 - 45,000 Baht
45,000 - 60,000 Baht
More than 60,000 Baht

Mean

T / F-statistic Sig
2.145
.033

3.53
3.39
7.784

.000

2.171

.092

5.130

.002

5.417

.000

3.32
3.32
3.73
3.60
3.70
3.56
3.39
3.55
3.65
3.36
3.63
3.61
4.07
3.36
3.41
3.59
3.81
3.30

In the last table, the result compares mean score of decision making in eco-tourism by
each respondents personal variable. The result of t-test and ANOVA shows gender,
age, occupation, and income is significant different in decision at 0.05 significant level.
According to t-test result, it shows male respondent has significant higher in decision
than female (Sig < 0.05). Moreover, the result of Scheffe test shows respondents with
age between 31 and over 50 have higher decision in eco-tourism with mean score of
3.74 3.95 than others age group Furthermore, retired group has significant highest
score (xx= 4.06), while student is significant lower than any group. Lastly, respondent
who have income between 30,000 - 60,000 Baht has strongest agreed to make decision
in eco-tourism with mean score of 3.75 3.83.

Table 4.21 Multiple Comparison Test between Personal Factors and Decision Making in
Eco-tourism
Personal variable
Gender
Male
Female
Age
Under 20
21 - 30
31 - 40
41 - 50
Over 50
Education
High school
Undergraduate
Postgraduate
Doctorate Degree
Occupation
A student
Employed
Self-employed
Retired
Income
Below 15,000 Baht
15,000 - 30,000 Baht
30,001 - 45,000 Baht
45,000 - 60,000 Baht
More than 60,000 Baht

Mean

T / F-statistic Sig
.777
.438

3.61
3.54
7.943

.000

.499

.683

1.862

.136

2.281

.061

3.22
3.42
3.91
3.74
3.96
3.75
3.56
3.54
3.72
3.37
3.48
3.42
3.70
3.48
3.55
3.75
3.84
3.44

Chapter 5: Discussion

5.1 Introduction
This dissertation aims to present how consumer performs decision making in ecotourism through various individual difference and environmental factors. In this
research, the researcher selects the case of the Thai Elephant Conservation centre
(TECC) as the travel destination of eco-tourism to study decision making process of 303
tourists who completed survey. Theoretical framework was developed by deriving theory
that explaining the impact of individual differences and environmental influences
towards decision making process (Blackwell et al., 2001). According to previous
chapter, most of participants are female aged between 21 and 30. They either was
employed or being a student and have income below 30,000 Baht. Research instrument
used in this study were validated and process a reliability outcome. In this chapter, a
brief summary of findings is provided and this section is discussion of finding with
existing literatures and compare those results how it similar or contrast with previous
research.

5.2 Discussion
Regarding methodology used in this research, the researcher selects deductive and
quantitative analysis to complete this study. Nine research hypotheses were created to
solving objective of research. Firstly, the researcher analyses the relationship among
individual differences, environmental influences, and customer decision making and
found all of constructs have positive correlated each other. Secondly, three multiple
linear regression models were analysed differently.
First regression model was performed to identify the impact of individual differences
factors on decision making process. It found that motivation ( = 0.486) and personality
( = 0.139) have positive impacted on the consumer decision making in eco-tourism, H3
and H4 was supported, while perception and attitude has no impact on customer

decision making. The finding was supported by Rex et al. (2006), Grunert and Juhl
(1995), Mittal (1989), and Poupineau and Pouzadoux (2013). The visitors who were
strongly motivated to protect environment and do sustainable activities are likely to
choose eco-tourism as travel destination. Furthermore, this research found that the
travellers are likely to select tourist attraction and travel alone. According to result of H1
and H2, it explains consumer attitude is not change by information that offers by ecotourism organization. This finding has contrasted with Poupineau and Pouzadoux
(2013) and Blackwell et al. (2001). It does not mean eco-tourism traveller have lots of
knowledge about eco-tourism or always concern about environment or sustainability
activities in their daily life.
To study the environmental factors that influence on of the consumer decision making in
the Thai elephant conservation centre (TECC), second regression model was analysed.
The result found all environmental factors positive impacted decision of customer to
choose eco-tourism as travel destination as H5, H6, and H7 were supported. Moreover,
it shows that personal factor of environmental factors is the most impact on decision
making of customer ( = 0.584), followed by culture ( = 0.176) and social ( = 0.138).
The researcher found that personal characteristics; include gender, age, occupation,
and personal income impacted on the consumer decision making process. It found
retired males with high income have highly concern about environmental and tend to
make a decision to travel in eco-tourism. This result is consistent with Poupineau and
Pouzadoux (2013), Miniard and Engel (2001), and Hoyer and MacInnis (2007).
Interestingly, this research had found generation X and baby boomer consumers have
strong attitude and perception towards environment, especially for person who has high
income and retired. These generations had possessed with high experience, as well as
time and money (Poupineau and Pouzadoux, 2013). However, younger consumer such
as generation Y and student are not likely to choose eco-tourism as their travel
destination. This indicates characteristic of generation Y consumers that spend their
time with friend and likely to hang out in weekend. As some researchers stated the
association between occupation and education; however, this study has found
education has no impact on decision making process of consumers. The researcher
suspects some education such as high school is lacked when compare to other groups

like undergraduate and postgraduate. In term of culture, this research reveals many
eco-tourism travel choices of participants were affected by suggestion from family,
friends, as well as word-of-mouth. This finding is consistent with Cliffs and Hall (1997)
and Poupineau and Pouzadoux (2013).
The last model is defined to compare the effective of two indicators, between individual
differences and environmental influences factors on decision making. Both H8 and H9
were supported. Based on the result, it found individual differences factors are better
predicts customer decision making than environmental factor at 0.05 significant level.
Consistent with Blackwell et al. (2001), states both environmental influence and
individual differences factors affected on the consumer decision making process.
However, consumer decision making in eco-tourism in Thailand is better explained in
individual factors rather than environmental influence factors. Based on this, travellers
who decide to select eco-tourism is personally sensitive to environmental surrounding
and sustainability.

5.3 conclusion
In conclusion, the finding and discussion of the analysis result found that some
variables affect on the eco-tourist decision making or consumer behaviour to make
decision in the eco-tourism. The overview of this chapter is the most higher age
concerns about the environment and they make decision to visit in eco-tourist place
rather than the younger people. The summary of the analysis of consumer decision
making and tend of consumer behaviour in the eco-tourism would presents in the
chapter 6.

Chapter6: Conclusion

6.1 Introduction
This section provides the summary of this study. It has three main parts which are the
conclusion of work. It presents the information and overview of this research about the
result of the data analysis that would relate with the research framework. Next, the
recommendation of research relates with the outcome of this research to suggestion the
eco-tourism management in the future.

Finally, the suggestion and limitation of

research.

6.2 Conclusion
This research has successes to adopt decision making theory of Blackwell et al. (2001)
to explain the impact of individual differences and environmental influences. The
empirical findings show individual differences is stronger influenced decision of ecotourism than environmental influences. The key driven to select eco-tourism as a travel
destination is self-motivated rather than influencing from social such as friends, family
members and colleagues. Furthermore, this study can be classified the older travellers
who usually concerned on environment and sustainability tend to make choice on ecotourism than younger travellers like student or any generation Y or Z representatives.
Older and retired traveller strongly motivated by eco-tourism, and likely to do several
activities about nature. The suggestion or implication to eco-tourism and hospitality
industry is further stated.

6.2 A summary of the data analysis using descriptive statistics

Part1: Profile of respondents.

The study found that most customers are female. There are 80 people or 53.3 percent.
Most customers age range 20-30 years, there are 74 people or 49.3 percent. Most
customers are undergraduate. There are 71 people or for 47.3 percent. Most customers
are students. There are 53 people or 35.3 percent. In most cases with an average
income per month from 5001 to 10,000 baht, there are 48 people or 32.7 percent. Most
customers are single. There are 107 people or 71.3 percent. Most customers are in
Bangkok. There are 54 people or 36.2 percent.
Part 2: customer behaviour to use the train for travelling
The study found that the behaviour of the service of the State Railway of Thailand.
There are 144 people or users or 96.6 percent for using the train. Most customers used
the train 1-5 times per month for travelling. There are 117 people or 83.0 percent. Most
purpose for using the train is tourism. There are 54 people or 54.8 percent. Most
customers usually Travel with friends and travel alone. There are 59 people or 41.0 for
travelling with friends and 58 or 40.3 for travelling alone. Most reason of customers who
never use the train is duration of the trip is delayed.
Part 3: satisfaction of customers on the service
The study surveyed users of the service user's satisfaction with train services. Most
satisfaction of customers is medical room service, mean is 4.08. Followed by delivery of
goods and parcel service, the mean is 3.92. Next is using a computer system to sell
tickets or book ticket, the mean is 3.91. Most dissatisfaction of customers is toilets in the
station, the mean is 2.76. Followed by price for food and products in the station, the
mean is 2.95. The last one is cleanliness in the station, the mean is 3.02.
Part 4: problems from the service and trend of customer return to use the service
again
The study found that the delay of the train is the biggest problem when customers used
the service. There are 101 people facing this problem. Most customers are required
Automatic ticket. There are 46 people want to use this service. Most customers will
return to use the service again within three months. There are 84 people out of 150
people.

6.3 A summary of Hypothesis testing using inferential statistics

The researcher used Mann-Whitney test to test two population groups about general
question especially gender and used the Kruskal-Wallis test for testing population more
than two groups about general question especially age, education, occupation, salary,
status and current address. . This study used level of significance at the 0.05. For
example, if significant value less than 0.05, the researcher will reject H0 or null
hypothesis and accept H1. If the significant value more than 0.05, it assume that the null
hypothesis is true. The researcher also used Chi-Square Test to test the hypothesis 2
and 3 by determining significance at the 0.05. The result is as follows:
Hypothesis 1
H0: The different of demographic do not impact customer satisfaction.
H1: The different of demographic impact customer satisfaction.
This is related with the theory of Maslow hierarchy of needs (Maslow's Hierarchy of
Needs Theory). According to Maslow (1954) explained about the theory that all people
have desire and want to respond all of needs. This is also related with the theory of
Aday and Andersen as researchers in behavioural science. According to Aday and
Andersen (1978) explained about the theoretical basis of the six categories related to
the satisfaction of the customers.
The results were as follow:
Gender: The demographic characteristics of the different gender do not impact
customer satisfaction except one are related to costs. It is price for food and product in
the station because of significant level less than 0.05.
Age: The demographic characteristics of the different ages do not impact customer
satisfaction except shops and restaurant, temporary accommodation, medical room
service, delivery of goods and parcels, service rate of left luggage service, news and
information from broadcast and news and information from documents and leaflets
because of significant level less than 0.05.

Education: The study found that the demographic characteristics of the different
educational levels do not impact customer satisfaction except left luggage service,
safety in the station, news and information from documents and leaflets because of
significant level less than 0.05.
Occupation: The study found that the demographic characteristics of the different
occupation do not impact customer satisfaction except left luggage service, corridor
connect to the subway station, news and information from documents and leaflets, news
and information from board in the station because of significant level less than 0.05.
Salary: The study found that the demographic characteristics of the different salary do
not impact customer satisfaction except temporary accommodation because of
significant level less than 0.05.
Status: The study found that the demographic characteristics of the different salary do
not impact customer satisfaction except left luggage service, shops and restaurant,
temporary accommodation because of significant level less than 0.05.
Address: The study found that the demographic characteristics of the different address
do not impact customer satisfaction except toilets in the station, cleanliness in the
station, safety in the station because of significant level less than 0.05.
Hypothesis 2
H0: Satisfaction of use the service does not impact trends of customer to return for
using the train again in the future.
H1: Satisfaction of use the service impact trends of customer to return for using the train
again in the future.
This is related with the theory of Aday and Andersen as researchers in behavioural
science. According to Aday and Andersen (1978) explained about the theoretical basis
of the six categories related to the satisfaction of the customers. It also related the
theory of Heskett et al. (2008) explained that customer satisfaction can lead to customer
loyalty, revenue growth and profitability. Moreover, revenue growth, profitability and
employee reward contribute to employee satisfaction.

The results were as follow:

The result of the analysis indicated that trends of customer to return for using the train
again in the future does not impact Satisfaction of use the service except purchase
ticket, send out and pick up customers at platform, cleanliness in the station, safety in
the station, parking service for customers, speed of service from staff, using a computer
system to sell tickets or book ticket and using the electric board for show the arrival and
departure time because of significant level less than 0.05.
Hypothesis 3
H0: The different of demographic do not impact customer behaviour to use the service.
H1: The different of demographic impact customer behaviour to use the service.
This is also related with the theory of Maslow hierarchy of needs (Maslow's Hierarchy of
Needs Theory). According to Maslow (1954) explained about the theory that all people
have desire and want to respond all of needs.
The results were as follow:
Gender: The study found that the demographic characteristics of the different gender
do not impact customer behaviour to use the service except purpose of use the train
because of significant value less than 0.05.
Age: The study found that the demographic characteristics of the different age do not
impact customer behaviour to use the service because all aspects have significant level
more than 0.05.
Education: The study found that the demographic characteristics of the different
education do not impact customer behaviour to use the service except fellow traveller
because of significant level less than 0.05.
Occupation: The study found that the demographic characteristics of the different
occupation do not impact customer behaviour to use the service except purpose of use
the train because of significant level less than 0.05.

Salary: The study found that the demographic characteristics of the different salary do
not impact customer behaviour to use the service because all aspects have significant
level more than 0.05.
Status: The study found that the demographic characteristics of the different occupation
do not impact customer behaviour to use the service except purpose of use the train
because of significant value less than 0.05.
Address: The study found that the demographic characteristics of the different address
do not impact customer behaviour to use the service except purpose of use the train
because of significant value less than 0.05.
6.4 Recommendation for Thai railway
In this research, a study of factors associated with the use of rail services. Thai railway
can use those factors adapt to the needs of the customers such as cleanliness,
punctuality, safety of the user service, service provider, the convenience of the service
and others. Therefore, these factors should improve the basic services to the better for
adapting with the requirements of the customers. The suggestions above will be a guide
in planning for service improvement. This will result in the creation of loyalty to the
service.

6.3 Research Implication and Recommendation

The main findings of the study have significant implication for both theoretical and
business viewpoints. For the academic, the theoretical framework use in this study
could be applied to understand how consumers decide to travel in eco-tourism via
internal and external variables such individual differences and environmental influences.
The combination of decision making models used for developing conceptual framework
(Hawskin, 1992; Moutinho, 1993; Blackwell et al., 2001; Kotler and Armstrong, 2011)
can explains how internal and external supported buyers decision towards product or
service. The study confirmed that both factors are significantly affected decision of
traveller towards eco-tourism choices in Thailand, especially for motivation and personal
attribute.

In the business viewpoint, the main finding of this research had encouraged the tourism
and hospitality industry aware the significant of eco-tourism. Both business operators
and government should advocate the eco-tourism destination and maintains both
environment and local people more sustainable. For business side, they should share
the benefits to local economics by employing local people and support them to growth
more sustainable, as well as keep concerning on environment. For government side,
they should support the idea of eco-tourism and give intellectual to any stakeholder in
this area. Since this study found only baby boomers and generation X interests in ecotourism, the government should cooperate with institutions or schools to intellectual
young generation to understand the important of environmental sustainability and ecotourism concepts, for example, field trips to eco-tourism destination and do activities
related to environment and local people.

6.4 Suggestion for Future Research

As this research acknowledged various limitations, the improvement of overall research
should be applied for make result more generalize. This research only collected data
during high season in Chiang Mai, Thailand. It means finding of research represents
customer decision in specific season. To improve the finding, the cross-cultural analysis
is recommended to identify the different of respondents from different group or various
times. It allows researcher compare tourists from different culture, and different
demographical areas as well. Moreover, comparison study between generation Y and X
consumers are interesting, since this study found demographic variables affected
decision making, as we can see baby boomer and generation X consumers are more
interest in eco-tourism than generation Y or younger. Additionally, methodology used in
this study should be improved. The combination used of quantitative and qualitative
analysis is useful for discover other factors that affect travel decision of customer. Data
collection technique such as field survey and interviewing is suggested for the future
research.

6.5 Limitation
This study has contained several limitations. The first limitation refers to generalisibility
of the empirical findings. Though the study can reach the satisfy number of participants
in the research, but the most of collected data is came from only visitors of TECC during

December 2015, as well as online survey. It would be cautious to apply the findings of
this study in the perspective of Thai eco-tourism rather than cover in similar
geographical area like other countries from South-East Asian.
Secondly, customer decision making process in this research is rather briefly examined,
especially for decision making and post-decision. But term of evaluation and searching
information is not much focus like above two stages. Furthermore, this study only
concentrates on internal factor and some external factor. Other important factors that
possibly impact decision of consumers such as impact from technology such as social
media, or social factor like word-of-mouth is not mentioned in this study. It might be
useful for further research to include these variables to given better explain in customer
decision making.
Lastly, the third limitation is referring to methodology use in the study. The researcher
can explain how decision was influenced by individual differences and environmental
influences with multiple regression analysis and correlation statistic. But it is limited to
seven constructs used in the study. So, suggestion for using qualitative method to
discover more variable that possibly affect customer decision making is more useful.
Furthermore, this study used both collected data from specific place and from the
Internet. The characteristics of tourist from those areas might be different. It may not
much good for predicting result by combining used of both groups.

6.6 Model summary of research

This section provides the summary of this research. It founds the new theoretical
framework by the researcher. This theoretical framework is the eco-tourist decision
making framework. There are two main factors that influence in the decision making
process. First, the individual differences factors consist motivation and personality that
impact on the eco-tourist decision making process. Second, the environmental
influences factors. It has three variables which are culture factors, social factor and
personal factors. All of factors influence on the eco-tourists decision making process. It
is analysed and created by the researcher.

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Appendix
Questionnaire
Part 1: General information questions consist of 5 questions.
Instructions: Please mark for your answers on the blank.
1. Please identify your Gender.
Male

Female /

2. Please show your age of your last birthday.

Under 20 / 20
21-30

 31-40
41-50
Over 51 / 51
3. What is your education level?
High school /
Undergraduate /
Postgraduate

Doctorate degree /

4. What is your occupation?

A Student /
Employed /
Self-employed /
Retired /

5. What is your average revenue per month?

Below / 15,000
15,001 30,000
30,001 45,000
45,001 60,000

 more than / 60,001

Parts2: The study of tourist's relationship with the main factors which influence
on tourists decision making.
Instructions: Please mark for your answers on the blank

Factors
Individual factors
Perception
Have you ever travelled in Eco-tourism before?

Yes

No

How many times do you travel in Eco-tourism a year?

once /
2 4 times / 2-4
more than 4 times / 4
I understand the meaning of Eco-tourism.

Strongly disagree 1 2

5 Strongly agree

I have lots of knowledge about eco-tourism.

Strongly disagree 1 2
3
4
5 Strongly agree
Attitudes
Have you ever involved in environmental conservation activities?

Yes
No
I concern about environment in daily life.

Strongly disagree 1 2

5 Strongly agree

The attitude of eco-tourism company could impact on my decision.

Strongly disagree 1 2

5 Strongly agree

The quality of service is high impact on my decision making.

Strongly disagree 1 2

5 Strongly agree