Abstract
This research aims to study Tourist Consumer Behavior, Tourism Market Segmentation, and Tourism Product Positioning in Chainat Province, Thailand. Quantitative analysis is employed in this study. Four hundred Thai tourists who have traveled to Chainat province at least once are the respondents who filled out the questionnaires. Multiple regression analysis has been used in this study. The majority of the Thai tourists are single females between the ages of 25 and 34, employees in the private sector with monthly incomes lower than Baht 10,000 (about USD 300), and are residents in the central region of Thailand. The results show that attitude toward destination, behavioral intention, and destination equity has strong influences on tourist consumer behavior.
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