A Study of Tourist Behavior in Multicultural Tourism in Nakhon Ratchasima Province
Keywords:
tourist behavior, travel, Multicultural tourism, Nakhon Ratchasima ProvinceAbstract
This study investigates the behavior of tourists engaging in multicultural tourism in Nakhon Ratchasima Province and examines the relationship between their demographic characteristics and tourism behavior. Employing a quantitative research design, data were collected through a structured questionnaire administered to a convenience sample of 400 tourists who visited multicultural tourism sites in the province. Descriptive statistics—percentages, means, and standard deviations—were used for data analysis, along with chi-square tests to assess the relationships between variables at a 0.05 significance level. The findings indicate that most tourists traveled for recreational purposes, primarily using private cars. The majority undertook trips lasting no more than two days, typically over the weekend (Saturday–Sunday), and spent between 2,001 and 4,000 baht per trip. Most tourists traveled with family members or relatives. The most appealing aspect of multicultural tourism was the opportunity to experience local community lifestyles. The chi-square test revealed statistically significant relationships between tourist behavior and demographic characteristics at the 0.05 significance level.
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