Factors affecting tourist expectations of wildlife tour programs for mindfulness and conservative wildlife tourism: The case of Dong Phayayen‐Khao Yai, a World Heritage Site in Thailand

Abstract

The objectives of this study are to (1) classify wildlife tourists' behaviors and attitudes toward wildlife tourism; (2) analyze expectations of wildlife tour programs in the Dong Phaya Yen‐Khao Yai World Heritage Site in Thailand. The data collection methods were: questionnaires and focus groups conducted from September 2021 to February 2022. A path analysis model analyzed factors influencing wildlife tourists' decisions. This study proposed four wildlife tourist groups: true wildlife, researchers, generalists, and tag‐along. Tourists' wildlife tourism programs and models have been proposed to respond to the needs of each wildlife tourist with mindfulness and conservation as the focus. The results indicated that the wildlife tourism development in this area must use value‐creation with conservative wildlife activities and attractions. Based on these results concerning tourism development, wildlife tourist types should be considered significant concerns of wildlife tourist activities. For effective tourism development, priority should be given to developing facilities and providing quality services.