the influence of incentive travel thatimpact on purchase ... ·...

วารสารการบรการและการทองเทยวไทย

107

ปท 13 ฉบบท 2 (กรกฎาคม – ธนวาคม 2561)

TheInfluenceofIncentiveTravelthatImpactonPurchaseIntentionwithAnInsuranceCompanyinThailand

อทธพลของการทองเทยวเพอเปนรางวลทสงผลตอความตงใจซอของบรษทประกนภยชวตแหงหนงในประเทศไทย

Supattra HuabcharoenPetcharut Viriyasuebpong

BuraphaUniversity

Abstract This studyaims (1) tostudy the importantperception factorsof incentive travelwithinsurancecompany.(2)Tostudyincentivetravelfactorsthatinfluenceonpurchase intention with insurance company. This quantitative study was initially started by conducting the literature reviews for formulating the questionnaire as a data collection tool. The questionnaire consists of four parts include personal information, incentive travel factors,purchase intentionandsuggestion. Ithas40 itemsmeasuredby5–pointLikertscalerankedfrom1(leastimportant)to5(mostimportant).TherespondentsofthisstudywerelifeinsuranceagentsinBangkok,Thailand.Samplingtechniquewasusedprobability sampling, the samplingmethod using Taro Yamane (1967). Totally collected 400 respondentswhohaveinsurance–licenseonly.Thedatawillanalyzedbydescriptivesta-tistics including frequency,percentage,meanandstandarddeviation (SD);andmultipleregression.Asaresult,showtheimportantperceptionfactorsofincentivetravelwithinsur-ance company including eight factors as attraction, facility, accessibility, destination image, price, safety, service and promotion. There are only four factors that can be used to predict purchase intention with insurance company as Y =.980+.155X

8**+.235X

4**+.171X

1**+

.140X7*;X

8=Promotion;X

4=DestinationImage;X

1=Attractions;X

7=Service;thatimpact

ondependentvariable29.4%.Thehighestrankedscoreispromotion,destinationimage,attractions and service, respectively.

Keywords:incentive travel, purchase intention, insurance company

วารสารการบรการและการทองเทยวไทย ปท 13 ฉบบท 2 (กรกฎาคม – ธนวาคม 2561)

108

บทคดยอ การศกษาครงนมวตถประสงคเพอ (1) เพอศกษาปจจยดานการรบร ทส�าคญของการทองเทยวเพอเปนรางวลกบบรษทประกนภย (2) เพอศกษาปจจยของการทองเทยวเพอเปนรางวลทมอทธพลตอความตงใจในการซอสนคาของบรษทประกนภยการศกษาเชงปรมาณครงนเรมตนโดยการท�าบทวจารณวรรณกรรมเพอสรางแบบสอบถามเปนเครองมอในการเกบรวบรวมขอมลแบบสอบถามประกอบดวย สสวนคอขอมลสวนบคคลปจจยการทองเทยวเพอเปนรางวลความตงใจในการซอและขอเสนอแนะ มทงหมด 40 รายการ ทวดโดย Likert scale 5 จดจาก 1 (ส�าคญนอย) ถง 5 (ส�าคญมากทสด) ผ ตอบแบบสอบถามเปนตวแทนประกนชวตของบรษทประกนภยเอไอเอ ในเขตกรงเทพมหานครประเทศไทยการสมตวอยางใชวธของทาโรยามาเน (1967)รวบรวมผตอบแบบสอบถามทงหมด400คนซงเปนผทมใบอนญาตประกนชวตเทานน จากนนผจดท�าวเคราะหขอมลโดยใชสถตเชงพรรณนา ไดแกความถ รอยละคาเฉลย สวนเบยงเบนมาตรฐานและการถดถอยพหคณดวยเหตนจงแสดงใหเหนถง ปจจยดานการรบรทส�าคญของการทองเทยวเพอเปนรางวลกบบรษทประกนภย ประกอบไปดวยปจจย8ประการคอสถานททองเทยวการเขาถงภาพลกษณของจดหมายปลายทางราคาความปลอดภย การบรการและการสงเสรมการขายผลจากการท�าวเคราะหพบวามเพยง4ปจจยเทานนทสามารถใชท�านายความตงใจซอกบบรษทประกนภยได คอ Y = .980+.155X

8**+ .235X

4**+ .171X

1**

+.140X7*;(X

8=การสงเสรมการขาย;X

4=ภาพลกษณของจดหมายปลายทาง;X

1=สถานททองเทยว;

X7=การบรการ);ทมผลกระทบตอตวแปรตามท29.4%คะแนนสงสดทพบคอการสงเสรมการขายสงผลตอ

ความตงใจซอมากทสดรองลงมาคอภาพลกษณของจดหมายปลายทางล�าดบทสามคอสถานททองเทยวและการบรการตามล�าดบ

ค�าส�าคญ:การทองเทยวเพอเปนรางวลความตงใจซอบรษทประกนภย

Introduction Tourism has become one of the most important sectors of the global economy (Ferreira,Rial&Varela,2009).AccordingtotheWorldTourismOrganization(UNWTO,2017)Internationaltouristarrivalsgrewby7%in2017toreachatotalof1,332millionin2017,according to the latestUNWTOWorldTourismBarometer.Basedondata reportedby destinationsaroundtheworld, it isestimatedthatinternationaltouristarrivals(overnightvisitors)worldwide increased7% in2017.Thetourism industry isconsideredoneofthelargestandfastestgrowing industries intheworld (Ninemeier&Perdue,2005;Cooper&Hall,2008).Asaworldwideoccurrenceitformsaveryimportantpartoftheservicesectorstronglyinfluencingtheeconomy(Ninemeier&Perdue,2008;Kay,2003;Koc,2004).Forthetourism industry to maintain or improve its current status it is dependent on tourists travel decisionswhicharereflected intravelbehavior.Thus, it is importanttounderstandandhaveadequateknowledgeaboutthemotivationsinfluencingthetravelbehavioroftourists.


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Nowadays,theMICEindustryisembracingabroaderunderstandingofeventReturn onInvestmentandretoolingtogeneratethesereturns.Especially,IncentivetravelisonepartofMICE(Meetings,Incentive,Conventions,andExhibitions)itoneofthemostimportant segments in thetravelandtourism industryaswell. Incentivetravelcanbedefinedas“exceptionaltravelexperiencestomotivateorrecognizesuperiorperformance”(IncentiveResearchFoundation,2016).Essentially, thismeansanytravelpaidforbyacompany inordertorewardanemployeeforspecificperformancecitedin(Jeffrey,2014). Inthisresearch,theresearcherinterestedininsurancecompany,Thailand.AccordingtotheThailifeassuranceassociation,2016shownthegrossdirectpremiumincomeoflifeinsurancebusinessinThailandinaperiodbetweenJanuary-December2016was568,260millionBahtoranincreaseof5.72%,comparedwithpreviousyear.Indistribution,agencycontinued to be the main channel of distribution for life insurance business in Thailand. Asoftheendof2016,totalamountofearningthroughthischannelwas287,214millionbaht,anincreaseof4.53%andrepresented50.54%oftotalincome,followedbyBancassurance whosetotalearningwas247,495millionbaht,an increaseof8.27%andaccounted for43.55%of totalearning,Direct–Marketingwiththetotal incomeof14,868,millionbaht, anincreaseof5.01%andrepresented2.91%oftotalearningandotherchannelswhose totalwas18,638millionbahtoran increaseof0.98%andaccountedfor3.44%oftotal earning(ThaiLifeAssuranceAssociationAnnualReport,2016).AccordingtoHastings,KielyandWatkins (1988;Szathmary,1992cited inKimberly&Sheila,1995)notedsalesand marketing management have traditionally utilized incentives such as cash, merchandise and travel, or a combination of the three, as a means of motivating their sales force to achieve and sustainexceptionallevelsofperformance.Employeeswhoreceivetherewardsrecognizetheorganization’sappreciationfor theirhardworkandsacrificesandareencouragedto continuetoexcel (Gunsch,1991).Actually, insurancecompany inThailandhas rewards return to agents as follows: diligence, bonus, silver career, compensation, foreign tournaments,academicseminars,healthbenefitsandtrip.Allofrewardsthatdependonpolicyofeachcompany.Normally,theyaregivingrewardasincentivetraveltripatleastone time per year. The insurance company spend a lot of money to motivate agency or sale person to achieve the goal, but sometime the incentive travel program it is not appropriatebetweenagentsandcompany.Finally,theresearcherwhowouldliketoknowwhich perception factors of incentive travel contributes to encourage insurance agent to make engagement, pride and loyalty to the profession increases and help them feel proud to work with their organizations in the long term as the company has policies. Therefore, everyyear,insurancememberswillenjoyawiderangeofbenefitsinarewardingbecausevalues and appreciates their loyalty, hard work and dedication.


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Asmentionbefore, this research isanattemptto investigate important factorsofincentivetravelthatinfluenceonpurchaseintentionwithinsurancecompanyinordertofindoutthereal importantperceptionfactorsof incentivetravelthatcanbemotivatedagents toachievecompany’sgoalandsupportedorganization’spolicyaswell.Finally, theresearcherwhoneedtoknowtheperception’sfactorsofincentivetravelthatinfluenceon purchase intention with insurance company. ObjectivesoftheStudy 1)To study the importantperception factorsof incentive travelwith insurance company. 2)To study incentive travel factors that influenceonpurchase intentionwith insurance company.

Methodology Populationandsample Thisquantitativeresearchexplainedtheresearchmethodologyuseinthisresearch.Primarydata (questionnaire)will collectby survey researchwith insuranceagents in Thailand. Statistic program was used as tools to analysis data. The population of this study was insuranceagents froman insurancecompany inBangkok,Thailand.Totally, therewere70,000person.Regardingthesamplesize,theresearcherusedTaroYamane(1967) selecting95%of confidence level and5%of anerror.As a result, therewere400 respondentsasthesamplesizeofthisstudy.Furthermore,tocollectthedata,accidentalsampling method was employed. SamplingMethod AccordingtodatafromtheOfficeofInsuranceCommission(OIC,2016)thatthereare23insurancecompaniesinThailand.Inthisresearch,themulti-stagesamplingmethodthatis the combination of two or more sampling methods is employed. The sampling process is done with several steps below. Stepone:FirststepistheselectionofoneofinsurancecompanyinThailand.Therewereconsideredunderconditionasfollows; 1. Thehighestmarketshareofmarketplace, the top10of leadersof insurance companiesintermsofgrosspremiumincomeinfewyears,operatedmorethan10years. 2. Each insurancecompanyprovidecompensationasbonus,cash, commission,healthbenefit,educationseminarandothersinordertomotivateagencyaresimilar. Steptwo:Afterhavingtheinsurancecompanywhichpassedtheconditioninhand,therandomsamplingmethodwillbe impliedtoselectone insurancecompany.Finally,researcherwhofindoutaninsurancecompanyinThailand.


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ResearchInstrument Inquantitativeresearch,questionnaireisoneofthemostappropriatedatacollection tools and it is also one of the effective tools. The questionnaire consists four parts: personal information, eight factors of incentive travel that impact on purchase intention, purchase intentionandopen–endedanswers.The resultof the Indexesofobjectivecongruence(IOC)evaluationfromthreeexpertsshowthattherewere15itemswithanaveragescorelowerthan0.5.Therefore,theresultsweredeletedandadaptedsimilarwordswithinonesentence.Finally,thereareonly40itemsleftinthequestionnairetobeevaluatedbytherespondents. Importantly,30copiesofquestionnaireswerecollected fromA insuranceagentasthepilotstudy forcheckingthereliability.Theresultof theCronbach’sAlpha (α )ofeachfactorwasfrom0.732to0.949.Thus,eachitemofthequestionnairecouldbeusedtocollectthedatafrom400respondents.Therefore,theCronbach’sAlphaofthis questionnaire isexcellent (.922).Remarkably,whileahighvalue forCronbach’sAlpha illustrates good internal consistency of the items in the scale. Datacollection Questionnairewas theonlydatacollection tool in this study.Thequestionnairesweredirectlydistributed toA insuranceagent inBangkok,Thailandby the researchertomakesurethatallquestionnaireswerewellcompleted.Asa result, therewere400 questionnaires which were used for the data analysis. Dataanalysis To answer to the objectives of the study, descriptive statistics such as frequency, percentage,meanandstandarddeviation (SD);andmultiple regressionanalysiswere employedbyrunningtheelectronicprogram.VarianceInflationFactor(VIF)andTolerance are commonly used to verify themulticollinearity problem (Jang& Topal, 2013). AccordingtoJang&Topal(2013),ifthevalueofVIFoverfive(VIF>5),themodelindicatesstrongmulticollinearityproblemand if the tolerancevalue is less than0.1 (Tolerance<0.1), there ismulticollinearityproblemrelatedthemodel.Thesimplesolutionof the multicollinearityproblem is thedeletionof the suspiciousvariable. Finally,multiple regression analysis was run for predicting purchase intention of insurance agents.

Result Among400respondents,themaximumpercentageofresultofpersonalinformation shows the male and female are rather different in terms of number which includes 282 (70.5%)malesand118 (29.5%) females.Theageof the respondentscovers from 20years toover50yearsold.Remarkably, theage from20–29has themostnumber whichconsistsof170 (42.5%).Furthermore,Mostof the travel frequency is1–2 times


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peryearwhich166 (41.5%).Moreover, fordestinationchoice represented, thefirst rank wasNorthofThailandasdomestic routeor relatives,with91 respondents (22.8%). The second rankwas Europe, international routewith 89 respondents (22.3%). andthethirdwasAsia,internationalroutewith74respondentsor18.5%,respectively. Table1 The result of personal information

Description Result

Personal

Information

Measure Option Frequency Percentage(%)

Gender Male 118 29.5

Female 282 70.5

Age 20–29years 170 42.5

30–39years 152 38.0

40–49years 59 14.8

Over50years 19 4.8

Travel Frequency Never 137 34.3

1–2times 166 41.5

3–5times 64 16.0

Morethan6times 33 8.3

Domestic Route North 91 22.8

South 70 17.5

NorthEast 19 4.8

East 16 4.0

West 4 1.0

Center 9 2.3

International

Route

Europe 89 22.3

Asia 74 18.5

America 18 4.5

Africa 1 0.3

Australia 9 2.3

Thissectionistheanswerofobjective1:Tostudytheimportantperceptionfactorsof incentive travel with insurance company.


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Table2 ResultofObjective1

Variables Mean S.D. Interpretation Rank

Safety(X6) 4.70 0.528 Very High (1)

DestinationImage(X4) 4.47 0.471 Very High (2)

Price(X5) 4.43 0.618 Very High (3)

Accessibility(X3) 4.41 0.611 Very High (4)

Service(X6) 4.20 0.600 Very High (5)

Facility(X2) 4.16 0.577 Very High (6)

Promotion(X8) 4.15 0.720 Very High (7)

Attractions(X1) 3.95 0.545 High (8)

4.31 0.421 VeryHigh

Table2showtheresultsofobjective1overallmeanandS.D.of incentivetravelproductwere4.31(S.D.=0.421)whichinterpreted“VeryHigh”.Inoverallpicturefromthecollected data of the questionnaires, it was found that safety shows in the highest level, withmean4.70 (S.D.=0.528), thesecond isdestination imagewere4.47 (S.D.=0.471), thethird ispricewere4.43 (S.D.=0.618).Allcorrelationsscoresbetweenthefactorsof incentivetravelandpurchase intentionwith insuranceagentsare lessthan0.7 (r<0.7) showing that all eight of incentive travel product factors have weak and moderate correlationswithpurchaseintentionwiththerscorerankedfrom0.155to0.670.ThePearson correlationscoefficientsscoresof theeight factorsarepromotion (X

8=0.447),Service

(X7=0.445),DestinationImage(X

4=0.436),Price(X

5=0.390),Accessibilities(X

3=0.344),

Facilities(X2=0.326),Attractions(X

1=0.289)andSafety(X

6=0.269),respectively.Ifvariance

inflationfactor(VIF)<5andtolerance>0.1,thereisnopresenceofmulticollinearity(Jang&Topal,2013;Hopkins&Ferguson,2014).Inthisstudy,VIF(2.455)<5andTolerance(0.407)>0.1; therefore, there isnoproblem inmulticollinearity.Moreover, theDurbin–Watson statisticis1.871whichisbetween1.5and2.5andthereforethedataisnotautocorrelated.Asaresult,multipleregressionanalysiscanbeusefortheprediction. This part is the answer of objective 2 : To study incentive travel factors that influenceonpurchaseintentionwithinsurancecompany.


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Table3 SummaryofPearson’sCorrelationCoefficients(r)onFactors

Pearson’sCor-

relation Purc

hase

Inte

ntion

Attrac

tions

Facilit

ies

Acce

ssib

ilitie

s

Destin

ation

Imag

e

Price

Safe

ty

Serv

ice

Prom

otion

Purchase

Intention

1

Attractions .289** 1

Facilities .326** .348** 1

Accessibilities .344** .208** .609** 1

Destination

Image

.436** .256** .526** .576** 1

Price .390** .155** .426** .616** .549** 1

Safety .269** .156** .331** .594** .484** .625** 1

Service .445** .256** .541** .500** .519** .551** .443** 1

Promotion .447** .234** .490** .452** .503** .489** .397** .670** 1

Mean 4.41 3.95 4.16 4.41 4.47 4.43 4.70 4.20 4.15

S.D. 0.622 0.545 0.577 0.611 0.471 0.618 0.528 0.600 0.720

ThePearson’scorrelationcoefficients(r)illustratetherelationshipsbetweenfactors of incentive travel andpurchase intentionof insurancecompany.Correlationswere consideredstrongforr>0.7,moderatefor0.5<r<0.7andweakforr<0.5(Ansorge,Adams,Jawad,BirkandSoslowsky(2012).AccordingtoTable3,allcorrelationsscoresbetweenthefactorsofincentivetravelandpurchaseintentionofinsurancecompanyarelessthan0.7 (r<0.7) showing that all eight factorsof incentive travelhaveweakandmoderate correlationswithpurchaseintentionwiththerscorerankedfrom0.155to0.670.

Table4 SummaryofMulticollinearityTesting

Factorsofincentivetravel ColiinearityStatistics

Tolerance VIF

Attractions(X1) .862 1.160

Facility(X2) .489 2.045

Accessibility(X3) .407 2.455


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Table4 SummaryofMulticollinearityTesting(continued)

Factorsofincentivetravel ColiinearityStatistics

Tolerance VIF

DestinationImage(X4) .528 1.893

Price(X5) .452 2.215

Safety(X6) .520 1.924

Service(X7) .443 2.256

Promotion(X8) .502 1.991

DurbinWatson=1.871

Accordingtotable4,alltheeightfactorsofincentivetravelhaveminimumtolerance scoreof0.407andmaximumVIFscoreof2.455,whichshowthatalltheeightfactorscouldbeusedtopredicttherelationshipsbetweenpurchaseintention.Basedon(Jang&Topal,2013;Hopkins&Ferguson,2014), ifVIF<5andTolerance>0.1, there isnopresenceofmulticollinearity. Inthisstudy,VIF(2.455)<5andTolerance(0.407)>0.1;therefore,thereisnoprobleminmulticollinearity.Moreover,theDurbin-Watsonstatisticis1.871whichisbetween1.5and2.5andthereforethedata isnotautocorrelated.Asa result,multiple regression analysis can be use for the prediction.

Table5 Regressioncoefficientsofimportantvariablesthatinfluenceonpurchaseintention

RegressionCoefficients

Variables

Unstandardized

Coefficients

Standardized

Coefficient t–test P–value Rank

B Std.Error Beta

Constant .980 .289 3.386 .001**

Promotion(X8) .155 .051 .179 3.044 .002** 1

DestinationImage(X4) .235 .072 .178 3.272 .001** 2

Attraction(X1) .171 .050 .150 3.397 .001** 3

Service(X7) .140 .064 .135 2.200 .028 4

*P<0.05;**P<0.01

R2=0.294;F(5,394)=34.208;p–value=.000**

X1=Attractions;X


5=Price;X

7=Service;X

8=Promotion;

Y=PurchaseIntention


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Table5illustratestheregressioncoefficientsofthefourfactorsofincentivetravelthatcanbeusedtopredictpurchaseintentionisR2=0.294whichmeanindependentvariablesincludingX

1=Attractions;X


7=Service;andX

8 = Promotion that

impactondependentvariable29.4%.Thehighestrankedscoreispromotion,destinationimage, attractions, and service, respectively. There is only price that cannot be use to predictpurchase intention. The resultof testinghave significantof incentive travel factorsis(**P<0.01). PredictionEquation: Y =.980+.155X

8**+.235X

4**+.171X

1**+.140X

7*

StandardEquation :Z y =.051X8**+.072X4**+.050X1**+.064X7* Forresultsofhypothesistestingillustratedonlyfourfactorsasfacility,accessibility, safety and price that cannot be used to predict purchase intention with insurance company. Hence,theresultsofhypothesestestingofthisstudy.Asindicatedintable5,fourhypotheses were supported as follows H

1, H

4, H

7, and H

8, respectively and four hypotheses were not

supported which are H2, H

3, H

5 and H

6.Furthermore,foursupportedhypothesesthatcanbe

used to predict purchase intention of insurance company.

Table6 Results of hypothesis testing

No. Hypotheses Results

H1

Attractionhaspositivelyinfluenceonpurchaseintention. Supported

H2

Facilityhaspositivelyinfluenceonpurchaseintention. NotSupported

H3

Accessibilityhaspositivelyinfluenceonpurchaseintention. NotSupported

H4

DestinationImagehaspositivelyinfluenceonpurchaseintention. Supported

H5

Pricehaspositivelyinfluenceonpurchaseintention. NotSupported

H6

Safetyhaspositivelyinfluenceonpurchaseintention. NotSupported

H7

Servicehaspositivelyinfluenceonpurchaseintention. Supported

H8

Promotionhaspositivelyinfluenceonpurchaseintention. Supported

Conclusion Theoverallof this studyaims (1)Tostudy the importantperception factorsof incentivetravelwithinsurancecompany.(2)Tostudyincentivetravelfactorsthatinfluenceon purchase intention with insurance company. This quantitative study was initially started by conducting the literature reviews for formulating the questionnaire as a data collection tool.TherespondentsofthisstudywereinsuranceagentsinBangkok,Thailand.Samplingtechniquewasusedprobabilitysampling,thesamplingmethodusingTaroYamane(1967).Totallycollected400respondentswhohaveinsurance–licenseonly.


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The results of this study illustrated eight factors of incentive travel including attraction, facility, accessibility, destination image, price, safety, service and promotion have positiveinfluenceonpurchaseintentionwithinsurancecompany.Interestingly,thereareonly four factors that can be used to predict purchase intention with insurance company. The highest ranked score is promotion, destination image, attractions and service, respectively.Intermsofpersonalinformation’sresults,researcherwillcollectedthesedatain order to analyzed and created new route to promote with insurance company. Tosumup,thefindingimplythatinsurancecompanyshouldimprovepromotion that refer to the ways to communicate and delivery information to employees in the organization.AllofDestinationManagementCompany (DMCs), travelagents, insurancecompany should be interesting on destination image that focus on reputation, cleanliness and uniqueness of each destination, and attraction should be combine three feature that consistswithnatural,cultural,human–madeandspecialeventwithin incentive travel programinordertousetomotivatetheemployeetoachievethecompany’sgoal.

RecommendationsforFutureResearch Havinganalyzedthisstudy,Iwouldliketosuggestthefollowingrecommendations for future study: First,inthisstudy,theresearcherusedmultipleregressionanalysis.ThefuturestudyshouldbeanalyzedbyusingConfirmatoryFactorAnalysis(CFA). Second, this study was used quantitative method. Thus, the future study should applyqualitativemethodtoconfirmthisstudy. Third, in this studyquantitative approachwas insurance company; therefore, thefuturestudyshouldapplymixedmethodapproaches.Thestudy isabout insurancecompany,soqualitativeapproachbyusingin–depthinterviewwillbebeneficialtogetrichof information from the participants on the topic. Fourth, thisstudy is thecasestudy inthecontextof insurancecompanywhich isonly one part of business. Hence, future research should focus on more industries which provide incentive travel to motivate their employee such as automobile, electronics, furniture and household equipment, information technology, cosmetics and toiletries, farmequipment,officeequipment,etc. Fifth,canbetheorganizationthink intermsoftotalrewardsandnot justfinancial rewards. The organization needed to develop employee engagement resources that are directed toward work environment or organization climate, work life balance and the nature of the job and quality of the work, and career opportunities. Finally,inthisstudy,researchercollecteddatafrominsurancecompanyonly,soitwould be interesting if the future researches are conducted by collecting the data from bothorganization(motivator)andagency(achiever).


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