Visitors’ Perception toward the Values of Kaeng Krachan Forest Complex World Heritage Site
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Abstract
This article aims to examine the level perceived value and the factors influencing the level of perceived value of the Kaeng Krachan Forest Complex World Heritage Site. The sample group consisted of 495 Thai tourists aged 18 years and above, who traveled to visit the national parks within the Kaeng Krachan Forest Complex, including Kui Buri National Park, Kaeng Krachan National Park, and Chaloem Phra Kiat Thai Prachan. A cluster sampling method was employed, and data were analyzed using descriptive statistics and multiple regression analysis. The results of the study revealed that the overall.The opinion on the communication the value of the Kaeng Krachan Forest Complex World Heritage Site was high, as was the perception of the value Heritage Site was high. When ranking the perception of value across the four values of the Kaeng Krachan Forest Complex World Heritage Site, it was found that the highest perception of value was in the emotional value, while the lowest was in the social value. When tested the factors affecting the perceived value of the Kaeng Krachan Forest Complex World Heritage Site, it was found that duration of visit national park, knowledge about the World Heritage Site and perceptions of value communication had a statistically significant affecting on the level of perceived value at the 0.01 level. The findings suggest that efforts should be made to enhance the perceived value of all three national parks by designing or organizing group activities for tourists that highlight the connection to the Kaeng Krachan Forest Complex World Heritage Site and ensure continuity of engagement.
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