Behavioral Intention Regarding Faith-Based Tourism in Maha Sarakham Province

Abstract

            This research has specific goals and aims. The objectives of this study are: 1) to examine the behaviour of tourists, 2) to analyse the tourist attractions they visit, and 3) to investigate the behavioural intentions of tourists in terms of their beliefs and attitudes in Maha Sarakham Province. The study will be conducted from October 2021 to September 2022, use a questionnaire with a sample size of 400 individuals engaged in faith-based tourism in Maha Sarakham Province. The researchers employed purposive sampling. Subsequently, the data underwent analysis by the application of descriptive statistics. The research revealed that behaviourists have a specific motive for their travels based on their observed behaviour. 63.7 percent of people enjoy travelling to different places. Monthly travel frequency. Infrequently, the percentage is 58.3 percent. Number of companions for travel: 1 individual. The value is 26.4 percent. 2. The type of vehicle you utilise for transportation. Individual-owned vehicles: 59.9% of the respondents had a travel duration of less than 24 hours; 49.0% had travel costs amounting to 1,000 baht or below; 51.9% obtained information about tourist sites in this province from which media source? The Internet, websites, and social networks contribute significantly (48.9%) to the overall appeal of tourism. Specifically, they have a high level ( \bar{x} =4.40) of influence on the value of tourist attractions. Does it reach the maximum level ( \bar{x} = 4.49)? The sub-factors include "Introduction to the family," which has the highest level of ( \bar{x} =4.59), and the general issue of loyalty to travelling, which is at a high level of ( \bar{x} =4.38). Regarding the sub-factor, loyalty towards travelling and visiting is observed. Is it the maximum level ( \bar{x} =4.59)