FACTORS INFLUENCING THE DECISION TO REUSE RAIL TRANSPORT SERVICES FROM THE MAIN AIRPORT BY FOREIGN TOURISTS TRAVELING IN THAILAND

This study focuses on investigating factors influencing international tourists' decisions to reuse rail-based mass transit from major airports while traveling in Thailand, using the Airport Rail Link (ARL) system as a case study. The data were collected through questionnaires administered to 400 international tourists, selected through purposive sampling specifically targeting those who had previously used the ARL service from Suvarnabhumi Airport to Bangkok city center, Thailand, combined with convenience sampling methodology. Data analysis employed descriptive statistics, inferential statistics, exploratory factor analysis, and multiple regression analysis. Factors influencing international tourists' decisions to reuse rail-based mass transit from major airports in Thailand can be categorized into four main groups: personal factors, fundamental factors, service factors, and smoothness factors, comprising 22 subfactors in total. These are distributed as follows: 8 personal sub-factors, 7 fundamental sub-factors, 4 service sub-factors, and 3 smoothness sub-factors. The findings revealed significant correlations between personal factors (occupation, pricing, station location) and fundamental factors (station dwell time, service experience, transit connectivity) with tourists' reuse intentions. Statistical analysis indicated stronger influence from fundamental factors (23.7%) compared to personal factors (13.8%) on service reuse decisions. Notably, service and smoothness factors did not demonstrate statistically significant relationships with reuse intentions, challenging conventional assumptions about their importance. This research contributes to transportation literature by establishing a robust framework for understanding airport rail transit user behavior specific to international tourism contexts. The study's findings provide valuable insights for transportation planners, tourism authorities, and public transit operators seeking to increase ridership and improve service utilization by international visitors. The ARL requires immediate strategic development to address Bangkok's growing transportation demands. Key priorities include optimizing facilities for independent international travelers, enhancing baggage handling systems, and improving intermodal connectivity. The implementation of innovative pricing strategies and service quality improvements, particularly in operational efficiency and transfer processes, will enhance passenger experience and support Thailand's sustainable transit development goals while encouraging service reuse among international tourists.