Abstract:
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The objectives of this study are (1) to study factors affecting decision to visit cultural attractive places in Chiang Mai and (2) to study tourists’ behavior and satisfaction from cultural attractive place in Chiang Mai. This study surveyed 400 tourists at several cultural attractive tourist destinations in Chiang Mai. The results are presented by socioeconomic factors ; age, gender, income and educational level. Influence of factors on tourism decision of respondents. It is divided into 5 motivation ; (1) Physical motivation, (2) cultural motivation, (3) personal motivation, (4) Popularity motivation and (5) market mix motivation.
The results of tourists’ behavior of Thai Generation-Y tourists of suggested that most objectives of traveling for recreation and leisure. They traveled with family and friends.
They made were decisions by themselves and traveled during holiday.They prefered destination with local life style and local activities especially local food which was cultural identity.
The results of motivation factors for traveling were cultural motivation as historical areas, specific or unique activity as well as physical motivation for traveling and leisure.
The result based on socioeconomic factors are the following. Female tourists were likely to be attracted by those aged 18-24 years old traveled to make new friends.
All of 5 motivation, It affects to the tourists who have higher education than the bachelor. And the effect of motivation, All aspects are not different for tourists with different income levels.
Keywords: Travel, Cultural Attractions, Chiang Mai, Thai Tourists, Generation-Y
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