|
Abstract:
|
This research aimed to examine behavior and satisfaction of Thai visitors traveling in
Lamphun Province, compare personal characteristics and travel behavior of Thai visitors traveling
to Lamphun Province as a main destination and a secondary destination, and analyze factors
affecting decisions to travel to Lamphun Province as a main destination. Questionnaires were used
in data collection from samples of 400 respondents selected by accidental sampling. Collected
data were analyzed by using descriptive statistics and logit model. The study found that travel
behaviors of Thai visitors in both sample groups were similar to each other. Most samples traveled
to Lamphun Province for relaxation. Travel management was performed by themselves. Persons
accompanying in the trip were family or relatives. Personal cars or motorcycles were used in
traveling, and the samples have traveled to Lamphun Province before. For this trip, most samples
searched for travel information from friends or relatives and had travel duration of approximately
1-2 days. Both sample groups did not use tax deduction benefits for traveling in secondary cities.
Satisfaction with tourist attractions in Lamphun Province was high for both sample groups traveling
to Lamphun Province as a main destination and a secondary destination. Furthermore, logistic
regression analysis indicated that factors affecting decisions to travel to Lamphun Province as a
main destination included personal business occupations, government officials or employees,
educational background of bachelor’s degree or higher, hometown in the northern region, travel
management by themselves, travel information from friends or relatives, and satisfaction with
marketing promotion.
Keywords (5 words): Travel Behavior, Satisfaction, Traveling in Secondary Cities, Tax
Deduction Measures, Lamphun Province
|