A Study of Tourists' Demand for Traveling to Secondary Cities in the Northeastern Region of Thailand

Abstract

This research employed a survey design with the primary objective of examining tourists’ requirements and expectations regarding travel to secondary cities in Northeastern Thailand. Data were collected from a sample of 201 tourists using a structured questionnaire with a reliability coefficient of 0.94. The data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics such as t-test, one-way ANOVA, and Scheffe’s post hoc analysis. The analyses were conducted using SPSS at the 0.05 level of statistical significance. The results indicated that tourists placed high importance on positive travel experiences, value for money, adequate facilities, and effective image communication of secondary cities. Furthermore, cultural preservation and the enhancement of local identity were identified as essential components in fostering distinctiveness and attracting sustainable tourism. Based on these findings, it is suggested that strategies for promoting secondary cities should be grounded in tourists’ needs and expectations, while integrating marketing initiatives, infrastructure development, the provision of meaningful experiences, and community engagement. Such an approach would enhance the attractiveness of secondary cities and contribute to equitable income distribution within local communities.