Tourist’s decision to travel to Thai cultural tourism destination in central part of Thailand

Abstract

The objectives of this study were to study the factors (personal factors and tourist’s behaviours) affecting the tourists’ decision to visit the cultural tourism. The samples were of 484 tourists visiting cultural attraction places in the central part of Thailand. The survey questionnaire was employed to use for data collection, with the purposiveness and convenience sampling method. Descriptive statistic with frequency, percentage, mean and standard deviation was used to analyze the data. Inferential statistic including independent-sample t-test and One-way ANOVA was used to test the hypotheses. The result indicated that personal factors including age and career affected the tourist’s decision; meanwhile, gender, marital status and educational level did not affect the tourist’s decision. Also, the tourist’s behaviour including provincial destination, frequency of travelling, reason of travelling and accompaniers affected the tourist’s decision at the significant level as of 0.05. The result of the study can be useful for tourism entrepreneurs to set the appropriate cultural tourism activities for the tourist.

Cultural destinations decision of solo-traveler: A network analysis at Dalat City

“…According to a number of studies, the factors influencing cultural tourists' decision to decide a destination include (1) individual factors, namely, age, education level, hobby, and occupation; (2) behavioral factors of tourists including the province's destination, frequency of travel, reason for travel, and accompanying friend. The most important factors in shaping the choice are education level and hobby (Correia et al, 2011;Dahiya & Batra, 2016;Lai, Zhang, Zhang, Tseng, & Shiau, 2021;Simasathiansophon, Jotikasthira, Onputtha, & Tiwasing, 2020).…”