Factors affecting the decision-making process for cultural tourism in the old town, Lamphun Province, of Thai tourists.

Abstract

The purposes of this research are to (1) study personal factors, factors, components of tourist attractions and the decision-making process for cultural tourism in the old city, Lamphun Province, of Thai tourists. (2) Study the factors and components of tourist attractions that affect the decision-making process for cultural tourism in the old city of Lamphun among Thai tourists. It is a quantitative research. A questionnaire was used as a tool to collect data from a sample of 400 samples are Thai tourists who travel for cultural tourism. in the old city of Lamphun province, Data were analyzed using basic statistics such as frequency, percentage, mean, standard deviation. and test the hypothesis by analyzing multiple regression equations. Statistical significance was set at the 0.05 level.

          The research results found that factors and components of tourist attractions that affect the decision-making process for cultural tourism in the old city, Lamphun Province, of Thai tourists. There are all 3 aspects of statistical significance: Attractive aspects of tourist attractions Activities in tourist attractions and services of tourist attractions As for the primary variables access to tourist attractions facilities in tourist attractions and accommodations in tourist attractions, It has a non-statistically significant effect on the decision-making process for cultural tourism in the old city of Lamphun Province of Thai tourists. When considering the weight of the effects of independent variables, it was found that the service aspect of tourist attractions It has the greatest impact on Thai tourists' decision-making process for cultural tourism in the old city of Lamphun Province, followed by activities in tourist attractions. and the attraction of tourist attractions.