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Tourism is the significant hospitality industry of Thailand in terms of economic development and social development. According to the statistics, the number of tourists is increasing every year. In 2012, Thailand gained 5,515.94 million Baht from domestic tourists that increased 30.79% from the previous year’s income at the same period. This research is survey and cross-sectional study aimed to find the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourists in KohYoh, Songkhla Province. The purpose of this study is to study the factors of marketing promotion affecting push and pull motivations of domestic tourists. The researcher applied structured questionnaire based on 5-level rating scale. The sample was selected by convenience sampling and calculated by Yamane’s (1967) Formula as 400 samples. The data collection consumed six months between July and December 2013. The data are analyzed by descriptive statistics, Pearson’s Product Moment Coefficients and Multiple Regression to describe the relationship between marketing promotion of historical tourism and tourist motivation of domestic tourist. The result found that: (1) factors of marketing promotion affecting push motivation of domestic tourists at statistical significance of 0.01 are sales promotion (t = 13.534, sig. = 0.000) and public relations (t = 3.426, sig. = 0.001), which influenced the prediction power at 36.9% and std. error of the estimate = 0.559; (2) factors of marketing promotion related to pull motivation of domestic tourists at statistical significance of 0.01 are public relations (t = 15.299, sig. = 0.000), promotion (t = 5.293, sig. = 0.000), and advertising (t = 2.709, sig. = 0.007), which influenced the prediction power at 45.8% and std. error of the estimate = 0.429.

journal of tourism and hospitality management

The Relationship Between Marketing Promotion of Historical Tourism and Tourist Motivation of Domestic Tourists: Case Study of KohYoh, Songkhla Province, Thailand