Mutelu Tourists: Beliefs, Behaviors, and Tourism Needs
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Abstract
This research article aims to 1) study the practices, behaviors, and Mutelu tourism needs of Thai tourists, 2) compare demographic characteristics with Mutelu practices and tourism needs, and 3) investigate the relationship between Mutelu practices and Mutelu tourism needs. A quantitative research method was employed. Data were collected using convenience sampling via questionnaires from 406 Thai tourists with Mutelu experience. The data were analyzed using descriptive and inferential statistics, including percentage, mean, one-way analysis of variance, and correlation analysis.
The results revealed that: (1) The overall Mutelu practices of tourists were at a high level, placing the highest priority on the objective of praying for happiness, prosperity, and well-being. Most Mutelu tourism behaviors involved traveling with family, using private vehicles, traveling during holidays, spending no more than 1,500 Baht, and planning trips independently. The overall Mutelu tourism needs were at a high level, with paying homage to shrines and sacred sites being the most desired activity; (2) Demographic characteristics, namely age, education level, income, occupation, and status, significantly affected Mutelu practices and tourism needs (p < 0.05); and (3) Overall Mutelu practices had a high positive correlation with Mutelu tourism needs (r = 0.732), indicating that the higher the level of Mutelu practices, the higher the Mutelu tourism needs. The findings reflect that belief and faith are crucial factors driving Mutelu tourism in Thailand, serving as supportive information for the development and promotion of Mutelu tourism activities—whether through route design or activity planning focused on creating memorable experiences, and leveraging social media to generate engaging content regarding history, legends, or sacred narratives.
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