Factors Affecting Tourist Experience of Eco, Culture, and Wellness Tourism in the Upper Northern Provincial Cluster 1 of Thailand: Chiang Mai, Lamphun, Lampang, Mae Hong Son

Abstract

          The primary objective of this study was to analyze tourists’ behavior and the factors affecting their experiences of eco, culture, and wellness tourism activities throughout the Thai upper north provincial cluster 1, including Chiang Mai, Lamphun, Lampang and Mae Hong Son Provinces. Data was collected into 2 phrases. At the first phase, the qualitative data was collected from 24 Thai and international tourists by an in-depth interview. The contents analysis were used to analyze an in-depth interview data and the result revealed that there were 10 components to create experiences for tourists including (1) accommodation (2) activities (3) environment (4) local transportation (5) value for money (6) tour guide (7) tourism information center (8) food and beverage (9) safety and (10) attraction. The result of an in-depth interview was used to develop questionnaires and collected quantitative data from tourists who visited the study area in the second phrase. A quantitative questionnaire was collected from three hundred Thai tourists and three hundred international tourists who visited this study area. The data were analyzed using descriptive statistics and regression analysis techniques. This data revealed that tourists grouped clearly into four categories and of those who enjoyed; (1) a combination of eco, culture, and wellness tourism activities; (2) a combination of eco and cultural tourism activities (especially Thai boxing and Thai culinary-related). It is notable that these activities were prominently desired by international tourists; (3) a combination of culture and wellness tourism activities, with health spa-related activities as the most attractive; and (4) the tourists who enjoyed only culture tourism activities. Considering the standardized coefficients beta from regression linear analysis, it was found that the factors affecting on the international tourists’ experiences were primarily related to the natural environment and the overall atmosphere of the destinations, as well as perceived value for their money, quality of tourism activities and tour guides, respectively. As for the factors affecting Thai tourists’ experiences, they are the perceived value for their money, quality of tourism information center(s), accommodation, local transportation, as well as overall atmosphere and natural environment of the destinations, respectively. Moreover, it was found that the lowest satisfaction score for both Thai and international tourists was placed on the quality of local transportation service; these factors include comfort and reliability, safety, quality of services, and price, in comparison to the other factors. Thus, all of these factors should be considered in order to generate high-quality tourism experiences, and all organizational stakeholders should improve the local transportation service to increase tourists’ satisfaction levels.