The Affecting Creative Tourism Characteristics on Satisfaction of Tourists towards Agri-tourism Attractions in Chiang Rai Province

Abstract

The objectives of this research were to study six specific characteristics of creative tourism and investigate the effects of characteristics of creative tourism on the satisfaction of tourists towards agri-tourism attractions in Chiang Rai Province. The participants were 227 tourists who had experience traveling in agri-tourism attractions in Chiang Rai Province. The data were collected by using a questionnaire. By G*Power 3.1 program, the data were analyzed by percentage, mean, and standard deviation, Pearson's Correlation Coefficient and multiple regression analysis. The results showed that the opinion of agricultural tourism sites emphasizing local identity was at a high level (=4.40, S.D.=0.549), and tourists participating in tourism activities was also high (=4.38, S.D.=0.550). The mean of opinion of the main products of agricultural tourist attractions was (=4.38, S.D.=0.550), and agricultural tourist attractions focus on daily culture was (=4.29, S.D.=0.641). In terms of agri-tourism attraction, the emphasis was placed on intangible tourism resources at a high level (=4.21, S.D.=0.701). However, in terms of tourism activities within agricultural tourist attractions, the mean was a moderate level (=3.47, S.D.=0.825) In addition, the independent variables affecting satisfaction in 4 aspects were at a high level (=4.27, S.D.=0.589), namely, attraction products, intangible tourism resources, daily culture, and unique local area at statistically significant level 0.05. Therefore, agri-tourism attractions in Chiang Rai can be developed to meet tourists’ needs.