Factors Influencing Behavioral Intention of Tourists Visiting the Naga Heritage Tourism Route, Phase 1: Mukdahan Province – Nakhon Phanom Province

Abstract

          The objectives of this research were: 1) to examine tourist behavior, 2) to investigate tourist motivations, and 3) to analyze factors affecting behavioral intentions of tourists visiting the Phase 1 Naga Way tourist route between Mukdahan and Nakhon Phanom provinces. This study employed quantitative research methodology, surveying 400 tourist respondents, and utilized descriptive analysis and multiple linear regression analysis with Enter method.

           1) The findings revealed that predictor variables demonstrated a statistically significant linear relationship with behavioral intentions at the .05 level (F = 16.705, p = .000). Analysis of relationships among predictor variables indicated that all predictors exhibited statistically significant positive correlations at the .01 level. Pairwise analysis showed that seeking different novel experiences and desire to learn new things, enhance knowledge, or study culture demonstrated the strongest correlation (r3,2 = .660). 2) The analysis of factors influencing behavioral intentions identified four significant predictors at the .05 level: strengthening family/kinship relationships, seeking spiritual fulfillment, exploring business opportunities or business-related purposes, and seeking entertainment/relaxation. These factors significantly influenced tourists' behavioral intentions to visit the destination. 3) Among individual factors, seeking spiritual fulfillment through merit-making had the strongest influence on their behavioral intentions for visiting the Phase 1 Naga Way tourist route between Mukdahan and Nakhon Phanom provinces (B7 = 0.22).