ปัจจัยในการเลือกสถานที่ท่องเที่ยวแบบครอบครัวในจังหวัดชัยภูมิ: วิเคราะห์ด้วยต้นไม้ตัดสินใจแบบ CHAID

Siriporn Puengphet; Nattapong Chaisaengpratheep; Waree Wongkhunnen; Phairot Srikong

Authors

Siriporn Puengphet Vongchavalitkul University
Nattapong Chaisaengpratheep Vongchavalitkul University
Waree Wongkhunnen Vongchavalitkul University
Phairot Srikong Vongchavalitkul University

Keywords:

Location Selection Factors, Family Tourism, Decision Tree

Abstract

This research article aimed: 1. To study the factors influencing family tourism destination choices in Chaiyaphum Province; and 2. To assess the accuracy of the predictive model using the CHAID (Chi-Squared Automatic Interaction Detection) decision tree and a cross-sectional survey design. The sample consisted of 909 parents with children aged 1-12 years who had traveled in Chaiyaphum Province during 2023–2024. Data were collected using a 5-point Likert scale questionnaire.

The findings revealed that the majority of parents were female (73.4%), aged between 20-39 years (54%), held a bachelor’s degree (56.2%), and traveled by private car (85.3%). Most incurred travel expenses exceeding 2,000 baht per trip (71.8%) and traveled on weekends (59.2%). The CHAID model indicated that travel expenses were the primary factor influencing destination choice, followed by vehicle type, monthly income, and education level. The model demonstrated high classification accuracy, particularly for Group 3, with an accuracy rate of 97.8%, and an acceptable risk estimate (0.20–0.30). These research findings could be applied to inform tourism planning and policy development in Chaiyaphum Province to effectively meet the needs of the target parent group.

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