Tourists’ Needs for Tourism Potential Development and Their Influence on the Destination Image of Cha-am Beach, Phetchaburi Province
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Abstract
Beautiful marine and beach destinations are to key attractions for tourists. Thailand is endowed with numerous beach tourism destinations across different regions, including both the Gulf of Thailand and the Andaman Coast, each characterized by unique natural resources and a variety of beach-related activities. This research aimed to: 1) examine tourists’ needs regarding the development of tourism potential at Cha-am Beach, Phetchaburi Province; and 2) investigate the dimensions of tourism potential that influence the destination image of Cha-am Beach.
A quantitative research design was employed. Data were collected from 400 Thai tourists visiting Cha-am Beach, Phetchaburi Province using convenience sampling. sampling. A structured questionnaire was utilized as the research instrument. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as inferential statistics through multiple regression analysis. The findings revealed that tourists’ overall demand for enhancing the tourism potential of Cha-am Beach was at a high level (M = 4.03, S.D. = 0.438). Among the dimensions examined, attractions were rated as the most important aspect for development, followed by accessibility, amenities, tourism packages, and activities, respectively, while ancillary services received the lowest mean score. Furthermore, the results indicated that three dimensions of tourism potential, namely tourism packages, activities, and amenities, significantly influenced the destination image of Cha-am Beach (p< .01). Among these, tourism programs had the highest influence on destination image ( = .213), followed by activities and amenities, respectively.
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