Cultural Community-Based Tourism Management Factors Affecting Tourists’ Decision- Making to Travel to Bang Krachao Community, Samut Prakan Province
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Abstract
The study investigated the factors of cultural community-based tourism management that influence the decision-making of tourists to visit Bang Krachao community. Utilizing a questionnaire as the primary research instrument, the study gathered data from a purposive sample of 400 Thai tourists. To be included in the sample, population of this study had to have visited the Bang Nam Phueng floating Market but have not engaged in the community’s cultural tourism activities. Data analysis, performed using multinomial logistic regression, revealed several key findings. The results indicated that the decision of tourists to visit the Bang Krachao community was significantly influenced by the following factors: natural and cultural resources, community organization, learning, facilities and service quality.
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