UNDERSTANDING MEANINGFUL LUXURY IN THE THAI CONTEXT: BEHAVIORS AND NEEDS OF AFFLUENT THAI TOURISTS TOWARD LUXURY TOURISM
Keywords:
Luxury Tourism, Luxury Tourist Behavior, Luxury Travel Needs, Key Factors of Luxury TourismAbstract
This study examines the factors influencing Thai tourists’ perceptions of key characteristics of luxury tourism by assessing the effects of luxury travel behavior and luxury travel needs, as well as their combined influence. The sample consisted of 153 Thai tourists with prior experience in luxury travel, selected through purposive and convenience sampling methods. The results indicate that both travel behavior and travel needs have significant effects on perceptions of luxury tourism characteristics. Luxury travel needs exert a stronger influence (=.896, p < .001), while travel behavior demonstrates a secondary yet significant effect (
=.749, p < .001). When considered jointly, the model explains 81.1% of the variance, with travel needs remaining the most influential determinant. These findings suggest that contemporary Thai luxury tourists increasingly define luxury through intrinsic motivations, including safety, privacy, wellness, and personalized experiences. This perspective aligns with the concept of meaningful luxury, which emphasizes emotional and psychological value rather than material excess. The findings offer practical implications for luxury tourism marketing strategies, experience design, and policy development in Thailand, and support the effective development of high-end tourism products and services that respond to the evolving behaviors and needs of luxury travelers.
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