Title: Factors affecting the attitude and intention of Thai Gen Xers to travel overseas as free independent travellers

Authors: Chalongrat Rattanakhongsuk; Natchapol Lopiroon; Nunsinee Petcharapirat; Peerapum Hemansutthikul; Suprawee Watchararungroong; Thanaphol Anangosolporn; Warumporn Terdpataweepong; Guntalee Ruenrom; Apichart Kanarattanavong

Addresses: Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand ' Marketing Department, Chulalongkorn Business School, Chulalongkorn University, Phayathai Rd., Pathumwan, Bangkok, Thailand

Abstract: With the number of Thai free independent travellers from Generation X continuing to increase, this study aims to identify the factors that affect the attitudes and intention of this specific group when independently planning their own travels abroad. The theoretical framework is adapted from Crompton's (1979) concept of travel motivation. The independent variables comprise escape, excitement, relaxation, knowledge seeking, relationship, ego-enhancement, self-actualisation, friends and relatives, media influencer, facilities, price sensitivity and foreign language skills. The research used the judgmental sampling with a sample size comprising 365 Thai Gen Xers who were born between 1965-1979. The data was collected by an online survey. The data was analysed using descriptive statistics, multiple regression analysis and Spearman's correlation. The results showed that knowledge seeking, ego-enhancement, media influencer, facilities and foreign language skills significantly influence the attitudes of Thai Gen Xers towards FIT. Attitude was also found to be positively related to the intention to go free independent travelling. Both significant and insignificant factors are discussed as well as the limitations and suggestion for future research. Both the governmental agencies and the private sector in the destination countries can benefit from the results of this research.

Keywords: free independent travellers; FITs; Generation X; internal motivation factors; external motivation factors; tourist characteristics.

DOI: 10.1504/IJPSPM.2022.126239

International Journal of Public Sector Performance Management, 2022 Vol.10 No.2/3, pp.363 - 376

Received: 11 May 2019
Accepted: 23 Feb 2020
Published online: 18 Oct 2022 *

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