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The purposes of this research were the following: 1) to study the basic characteristics of Thai tourists coming to Chiangkhan, and 2) to examine factors affecting the length of time before which tourists will return to Chiangkhan, using survival analysis. The major findings are that the most important aspects drawing tourists to Chiangkhan are undoubtedly its environment and traditional way of life. The main group of tourists coming to Chiangkhan are young Bangkok inhabitants whose monthly income is not very high. Furthermore, for those tourists who visit Chiangkhan, the length of time before returning is negatively related to the distance; thus, the longer the distance they have to travel, the less it is that they will return soon.
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