TOURISM IMAGE AFFECTING TO TOURIST’S DECISION FOR TRAVELLING IN AYUTTHAYA HISTORICAL PARK

Abstract

               This research aimed 1.) To study the tourism image and tourists’ decision travelling in Ayutthaya Historical Park 2.) To study factors affecting tourism image to tourists’ decision. The data were obtained through observation and an in-dept interview by using secondary data with 400 tourists to Ayutthaya Historical park.
                The result revealed that; 1. The tourism image the overall agreement in high level. When considering each side, it was found that image of place is in the highest average in the affective image. Next on down, it is attribute, holistic, and cognitive image consecutively. For elements image, the holistic is in the highest level. Next on down, it is functional characteristic, psychological characteristic, and unique consecutively.
                2. The decision of historical tourism studied from an internal factors and external factors shown that lifestyle is in the highest average in internal factors. Next on down, it is consecutively in personality, personal inspiration, special interests, experience, attitude, acknowledge and economic status. Availability of destination is in the highest average in external factors and it is consecutively in media and campaigns, a word of mouth and promotions.
              3. The cognitive image is in the highest level of tourism image’s decision. And it is consecutively in holistic, affectiveimage, common and unique.