Factors Influencing Impressions on Arts and Cultural Tourism in Sakon Nakhon Province

Abstract

The objectives of this research were to study the effect of; 1) travel, 2) guide service, 3) atmosphere attractions, 4) satisfaction toward restaurants and beverages and 5) satisfaction toward souvenir and Otop shop on impressions on Arts and Cultural Tourism in Sakon Nakhon Province. The samples were 374 tourist from Sakon Nakhon Province. This research instrument was questionnaire which has factor loadings between .758- .944 and Cronbach alpha between .880 - .964. The hypothesized relationships among variables are examined by using multiple regressions analysis.

The result revealed that 1) travel (b=.286, p = .000), 2) guide service (b=.650, p = .002), 3) satisfaction toward souvenir and Otop shop (b=.193, p = .002),  has a positive influence on impressions on arts and cultural tourism in Sakon Nakhon Province. However, satisfaction toward restaurants and beverages (b=-.109, p = .034) has a negative influence on impressions on arts and cultural tourism in Sakon Nakhon Province.