Abstract
The objectives of this study were to study the factors (personal factors and tourist’s behaviours) affecting the tourists’ decision to visit the cultural tourism. The samples were of 484 tourists visiting cultural attraction places in the central part of Thailand. The survey questionnaire was employed to use for data collection, with the purposiveness and convenience sampling method. Descriptive statistic with frequency, percentage, mean and standard deviation was used to analyze the data. Inferential statistic including independent-sample t-test and One-way ANOVA was used to test the hypotheses. The result indicated that personal factors including age and career affected the tourist’s decision; meanwhile, gender, marital status and educational level did not affect the tourist’s decision. Also, the tourist’s behaviour including provincial destination, frequency of travelling, reason of travelling and accompaniers affected the tourist’s decision at the significant level as of 0.05. The result of the study can be useful for tourism entrepreneurs to set the appropriate cultural tourism activities for the tourist.
Highlights
The tourism industry is considered to be one of the main sources of Thai national income
The researchers established the research objectives and discussed the finding as follows: In the study of personal factors, it was found that tourists travelling to cultural tourism attraction located in Bangkok and central parts of Thailand mostly were male, aged between 31 – 40 years old, were married, graduated lower than Bachelor’s degree, and worked as private company employees
The result is in contrast with Zeppel [17] who studied about the cultural tourism at the Cowichan native village in British Columbia and found that the retirees and teachers had more demand in visiting the cultural sites
Summary
The tourism industry is considered to be one of the main sources of Thai national income. The statistics from Office of Economic Affairs Tourism and Sports Ministry of Tourism and Sports [1] shows that the number of foreign tourists visiting Thailand in 2018 is approximately 38.27 million people, travelling from China, ASEAN countries, India, The United States and others which it generated 2.0 trillion baht. There are about 164.24 million Thai people visiting Thai tourism, which it generated 1,068.20 billion baht in 2018. Cultural tourism is accounted that it has a relatively high market value; its market size is the largest when compared to other forms of tourism. The cultural tourism market is valued at approximately $900.00 billion as well as it is expected to grow by 15% per year from 2014 to 2024, worth $3,641.00 billion
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