Tourism Behavior and Cultural Tourism Travel Decision Based on Cultural Identity in Yasothon Province of Thai Tourists

Abstract

This quantitative research aims to study 1) the Tourism Behavior for Cultural Tourism in Yasothon Province of Thai tourists and 2) Travel Decision Based on Cultural Tourism Identity in Yasothon Province of Thai tourists. The population sampling of this study are the Thai tourist, collects data from 400 sampling through the questionnaire, by using the formula for calculating the sample population of Taro Yamane.

The results of the study, most of them are females, aged between 20-30 years, most of their education is undergraduate, most occupation are students. In which Thai tourists have a cultural tourism travel behavior according to the identity of Yasothon province, most of them travel for the first time. This is intended for recreation, there is a duration of travel for each trip of 2 days, the time to travel to Yasothon province is Saturday-Sunday. Frequency of traveling to Yasothon province 1 time per year, with the cost of traveling to Yasothon Province each time more than 3,001 baht or more, will travel with family or relatives by choosing to travel in tourist attractions such as temples. Choose to stay in a hotel accommodation and travel by car.  Most Thai tourists decide to come for cultural tourism according to the identity of Yasothon Province from the perception of cultural tourism according to the identity of Yasothon Province. The researcher used statistics to test the hypothesis, namely Chi-square statistics to find the relationship and  t-test and F-test to find differences.

From hypothesis testing It was found that: The 1st hypothesis was tested. It was found that the personal factors sex, age, education, occupation, income, status, native district, of tourists were related to travel behavior of Thai tourists. with statistical significance at the .05 level, which accepts the main hypothesis and the 2^nd  personal factors were age, education, occupation, income, status, native district  of Thai tourists with different level of decision-making in cultural tourism according to Yasothon Province identity. no difference The statistical significance was at the .05 level, rejecting the main hypothesis. However, there are only personal factors that have different sex. There were different levels of decision-making for cultural tourism according to Yasothon province identity. statistically significant at the .05 level, accepting the main hypothesis