Thai Tourists’ Behavior and Attitudes toward Rail Tourism Management Based on the Khao Luang Local Way of Life, Nakhon Si Thammarat Province
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Abstract
This quantitative research aims to investigate the behaviors and attitudes of Thai tourists toward rail tourism management based on the Khao Luang Way of Life in Nakhon Si Thammarat Province. Data were collected via questionnaires from a sample of 400 Thai tourists using accidental sampling. The research instrument demonstrated a reliability coefficient of 0.794. Data analysis was performed using descriptive statistics, and inferential statistics including t-test and One-way Analysis of Variance (ANOVA). The findings revealed that most of Thai tourists perceived travel information through websites and traveled with family for leisure and natural sightseeing, with a future preference for overnight cultural tourism programs. Regarding attitudes toward rail tourism management, the overall level was moderate, with the highest importance placed on tour guides and service providers and environmental conservation activities. Furthermore, differences in domicile, influential persons, travel objectives, and travel seasons significantly affected development attitudes at a statistical level of 0.05. The research synthesis highlights that the core of development lies in enhancing a "Service Ecosystem," with local personnel serving as the central storytellers to connect local identity with tourist experiences. This study contributes as a policy guideline for transforming rail travel from mere transportation into a sustainable cultural and natural destination.
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