THE STUDY OF DEMAND FACTORS AFFECTING MUANG SONG THAM TOURISM IN NAKHON SI THAMMARAT PROVINCE

Abstract

          The objectives of this research article were to 1) to study general personal information and behavior of tourists in choosing a Muang Song Tham tour. Nakhon Si Thammarat Province 2) to compare various factors for tourism decision - making between natural tourism and cultural tourism. Nakhon Si Thammarat Province Using quantitative research methods Data were collected by questionnaires from a simple sampling from 323 tourists. The statistics used for data analysis were descriptive from frequency, percentage, mean and one - way ANOVA. The analysis results of the data are as follows: General information of the respondents showed that most of the tourists were female, age 20 - 30 years old, with undergraduate education, unmarried status. Have monthly income 10,001 - 15,000 baht General behavior of tourists It was found that most of the respondents made their own decisions. The frequency of traveling for 1 trip per month is less than 300 baht per trip. The most favorite type of travel is nature tourism. The most favorite natural attraction is Khiri Wong village. The most favorite cultural attraction is Wat Phra Mahathat Woramahawihaan. The variables affecting the decision - making results of tourism classified by natural tourism and cultural tourism were age, status, occupation, monthly income, and others that affect decision making, such as friends, family, etc. They did not affect the decision - making effect on tourism classified by natural tourism and cultural tourism, ie variables, sex, education level. Cost per time Activities done in the tour, Purpose, Number of travel days Person traveling with And channels to receive news At a 95 percent confidence level.