Psycho-Social Factors Affecting Participation Promoting Community Tourism Behavior of Luang Prot-Than Liam Community Lat Kra Bang, Bangkok

Abstract

This research aimed to: 1) compare community members' participation behaviors in tourism promotion across different genders, ages, educational levels, and lengths of residency; 2) examine the interaction effects between psychological and social factor variables on these participation behaviors; and 3) identify significant predictors of community members' participation behaviors in promoting community tourism. The sample consisted of 273 community members aged 15 and above from the Luang Phrot - Than Liam Community, Lat Krabang District, Bangkok, selected through accidental sampling. Data were collected using a 58-item, 6-point rating scale questionnaire. Data analysis was performed using One-Way ANOVA, Two-Way ANOVA, and Stepwise Multiple Regression Analysis.The research findings revealed that community members with different lengths of residency exhibited significantly different participation behaviors in community tourism promotion at the .05 level. Furthermore, participation behaviors varied significantly based on the interaction between psychological factors (achievement motivation and attitude toward community tourism promotion) and social factors (social role models and social support) at the .05 level. Finally, achievement motivation and social support were significant predictors of participation behaviors in promoting community tourism at the .05 level, jointly accounting for 69.6% of the variance.