Ecotourism Management for the Tourist Attractions in Samut Prakan Province

Abstract

         This research article aimed to study: 1) Thai tourists’ behavior for travelling to ecotourism attractions in Samut Prakan province, 2) the marketing mix factors for ecotourism in Samut Prakan province, and 3) the motivation for ecotourism in Samut Prakan province among Thai tourists. This was quantitative research. The sample consisted of 400 Thai tourists. The research instrument was a questionnaire. Statistical tools used in the research included frequency, percentage, mean, standard deviation, Chi-square test, T-test, F-test (One way ANOVA), and Scheff’s method to test the mean differences.

           The results of this research were: 1) tourists’ main purposes of traveling were to relax, participate in traditional festivals, and pay homage to Buddha and make merit, traveling with a family of 4-5 people on Saturday-Sunday, about 2-3 times, estimated travel expenses about 1,001-3,000 baht per trip; the favorite tourist attraction was Phra Samut Chedi. 2) The overall importance of marketing mix factors was high; the highest important aspect was physical evidence. 3) The Thai tourists traveling in ecotourism destinations in Samut Prakan Province had the highest level of motivation, both as push factors and as pull factors.

           The results of the hypothesis testing found that 1) the different personal factors were no differences in travel behavior. 2) The different personal factors had no importance to marketing mix components. And 3) different personal factors was no motivations for traveling.