Foreign Tourists’ Behavior in Khanom Tourist Attraction Nakhon Si Thammarat Province
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Abstract
The objective of this research on the foreign tourists’ behavior in Khanom tourist attractions in Nakhon Si Thammarat province was to study (1) foreign tourists’ behavior, and (2) factors related to the foreign tourists behavior in Khanom tourist attractions in Nakhon Si Thammarat province. Data were collected from 400 samples using questionnaires. Data were analyzed using percentage, mean, standard deviation and Chi-square. The results of the study showed that most foreign tourists are male, aged 31-40 years, who live in Europe and graduated with a Bachelor's Degree. They are company employees, earnings more than 1,400 USD per month. They traveled to rest on their holiday and like to travel on their own. The travel duration is less than 7 days. They access information of tourist destinations from their family/ friends. They like to stay in a resort and like to eat Thai food. The beauty of the nature impressed them. The most motivating factors affecting tourism decisions are the natural beauty, followed by the desire to escape the traditional way of life. In addition, it was found that personal factors such as gender, age, marital status, region, education level, occupation, monthly income and motivating factors for tourism include traveling companions and main dining places are statistically significant correlated with the behavior of foreign tourists.
The results of this research show the behavior of foreign tourists in Khanom tourist attractions in Nakhon Si Thammarat province which is beneficial to local communities, agencies related to the tourism industry, entrepreneurs and interested parties to contribute to the development of tourist attractions in Khanom District. In addition, the relationship between various factors and the behavior of foreign tourists can be used to design and develop promotions or services in order to truly respond to the needs of each group of tourists who have different needs.
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