Factors Influencing Thai Travelers' Decision to Visit Lamphun Province
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Abstract
The objectives of this study were: (1) to examine the travel behavior of Thai tourists visiting Lamphun Province; (2) to explore their opinions regarding the level of expectations toward tourism in Lamphun Province; and (3) to analyze the factors influencing Thai tourists’ travel decisions to Lamphun Province. Data were collected using a questionnaire administered to 400 respondents. The analysis employed descriptive statistics, including frequency, percentage, mean, and standard deviation.
The findings revealed that: (1) most respondents were female, aged 61 years and above, engaged in general labor occupations, married, and held an associate degree or vocational diploma. Their average monthly income was less than or equal to 15,000 THB. Their travel behavior was characterized by a preference for leisure and relaxation, emphasizing activities that promote a sense of tranquility and well-being. They favored activities that restore mental and physical health, traveled with family members by private car, and resided in Lamphun Province or neighboring provinces, namely Chiang Mai, Lampang, and Chiang Rai. (2) Regarding expectations toward tourist attractions and tourism-related businesses in Lamphun Province, the majority of respondents expressed high expectations for service quality, particularly the availability of well-prepared staff in sufficient numbers to meet tourist demand, thereby ensuring confidence in tourism services. The next priority was the availability of facilities, particularly basic infrastructure at tourist attractions, such as electricity, water supply, mobile phone signal, wireless internet access, and sanitary facilities. These facilities should be adequate, clean, and accessible to pregnant women, the elderly, and people with disabilities. Moreover, effective management of attractions with sufficient capacity was also considered essential to support efficient tourism services. (3) In terms of factors influencing Thai tourists’ travel decisions to Lamphun Province, economic factors were found to have the greatest impact, followed by the physical attributes of tourist attractions.
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