SEGMENTATION OF TOURIST BY USING FIVE FACTOR MODEL OF PERSONALITY AND MOTIVATION: THE CASE OF KOHLATITHAEN NAKHON PATHOM PROVINCE

Abstract

The purpose of this study is to segment tourists who visit area around Kohlatithaen which is an agro tourism place by using five factor model of personality and motivation. The population is tourists who travel at Donwai Floating Market and Rai Khing Temple Nakhon Pathom province. They are at least 15 years old. Samples are 400 samples. Sampling method is purposive sampling. Data collected from Donwai Floating Market 200 samples and Rai Khing 200 samples. The instrument was a questionnaire. Data analysis included a Frequency, Percentage, Mean, Standard Deviation, Cluster Analysis, One-way ANOVA, Chi-square (Significance Level at 0.05) and Multiple Correspondence Analysis. The results show that three market segments. The clusters are named “Nervous”, “Open The World” and “Loner”. Nervous are high level of Neuroticism and medium level of Push factors and Pull factors. Open The World are high level of all variables that included Extraversion, Openness to experience, Agreeableness, Conscientiousness, Push factors and Pull factors. Finally, Loner are low level of all variables.