The Perception, Motivation and Tourist Decision-Making Behavior of Tourism Service from Cultural Tourism for Sustainable Tourism Development

Abstract

            This research was the descriptive research and the interrelationship research. The purposes of this research were 1) to study the level of perception motivation and tourist decision-making behavior of tourism service 2) to study the casual relationship of factors including perception motivation and tourist decision-making behavior of tourism service 3) to analysis and test the capacity of casual relationship of factors perception motivation and tourist decision-making behavior of tourism service from cultural tourism for sustainable tourism development. The population was 400 tourists who traveled in the cultural tourism, historic building, religious site, monument, museum, park and national park (the model of tourism according to UNWTO). Statistics used for analyzing data were frequency, percentage, mean, standard deviation; Pearson’s correlation coefficient and LISREL Program for confirmatory factor analysis in construct validity.

           The result of the research were 1) Tourists had the perception towards the service of cultural tourism in the highest level and realizing value, expectation, intention in high level 2) Tourists had motivation towards the service of cultural tourism. The finding was the reasonable preservation and cherishing the tourist attraction and the tourists’ emotion were satisfied and relaxed peacefully in the highest level. Additionally, tourist decision-making behavior of tourism service in cultural tourism was in high level 3) The factors of perception, motivation affected tourist decision-making behavior of tourism service in cultural tourism.