Motivations Diversity of Zoo Tourism: A Case Study of Chiang Mai Zoo

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Abstract

This research aims to study and categorize the motivations of tourists who visited Chiang Mai Zoo in Chiang Mai province. Questionnaires were used to collect data from 408 samples of the tourists in October 2019 all through weekdays, weekends and national public holidays. The data were analyzed using Descriptive Statistic and Factor Analysis. The results of the motivations of the tourists visiting Chiang Mai Zoo based on their priority of experiences given to 30 factors show the top three most important motivations, as follows: 1) to spend time with family or friends; 2) to see and appreciate nature and animals, and 3) to rest and relax from stress, invigorate the mind and body, and release oneself from boredom. While the least important motivation is to buy goods or products related to animals. The categories of motivations for the visit can be divided into five groups: Group 1: Exploring the site, Group 2: Learning about animals, Group 3: Relaxation and spending time with closed ones, Group 4: Reminiscing, and Group 5: Taking children to learn about nature. These categories can explain the variance of the 30 factors at 56.10%.