• pheerawit khamcharoen nrru
  • Netchanok Buanak Nahon Ratchasima Rajabhat University
Keywords: Image, Tourism village, Silk, Tourists, The silk tourism village image


The research titled “The Desirable Silk Tourism Villages Images of the Tourists in Nakhon Ratchasima Province” was quantitative research and objected to 1) survey the media exposure about travelling, 2) investigate the silk tourism village image in tourists' perceptions, and 3) compare the demographic factors with the satisfaction of the tourism silk tourism village image in perceptions of the tourists. The population was 2,191,248 tourists travelling in Nakhon Ratchasima province in 2016. The sampling units were 400 gathered from Taro Yamane table. The data-collecting tool was a close and open - ended questionnaire with the reliability value as 0.94. The statistics used were percentage, Mean, Standard deviation, t-test and F-test. Results of the study revealed that 1) the tourists mostly exposed to Internet (42.75%), followed by television (35.00%), and outdoor advertising media consecutively (33.25%). The favorite places they most picked up the tourism printed materials; the brochures and tourism handouts, were the department stores, followed by the hotels, the restaurants and the gas stations respectively, 2) the overall silk tourism village image was at the high level especially the tourism resources ( =3.97), followed by the readiness of places ( =3.89) and the media ( =3.68), and 3) the comparison of the demographic factors with the satisfaction of the tourism silk, it was found that the factors of gender , the education levels and the income were significantly different at 0.05.


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