Factors Affecting the Intention to Mutelu Tourism of Thai Tourists: A Case Study of Wat Chedi (Ai Khai) Nakhon Si Thammarat Province
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Abstract
This research aimed to analyze factors affecting Thai tourists' travel intentions by applying the Theory of Planned Behavior and electronic word-of-mouth concepts as a conceptual framework. The study employed quantitative research methodology, collecting data through questionnaires from 341 Thai tourists at Wat Chedi (Ai Khai) in Nakhon Si Thammarat Province using purposive sampling. Data were analyzed using descriptive statistics and stepwise multiple regression analysis. The results showed high levels of all factors, ranked from highest to lowest: travel intention ( = 4.19), attitude toward behavior ( = 4.12), subjective norms ( = 3.92), perceived behavioral control ( = 3.92), and electronic word-of-mouth ( = 3.87). The analysis revealed that attitude toward behavior (β = 0.387), subjective norms (β = 0.318), and perceived behavioral control (β = 0.131) significantly affected travel intentions at the 0.05 level. These three variables collectively explained 28.7% of the variance in travel intentions. The findings support the importance of the Theory of Planned Behavior and highlight the significance of developing marketing strategies focused on creating positive attitudes to promote tourism in the area.
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