Factors Influencing Thai Tourists' Decision Making to Choose Dvaravati Civilization for Tourist Attractions

Simple item page
dc.contributor.authorJirat Chuanchom
dc.contributor.authorNongluck Popichit
dc.contributor.authorAnonnart Tananchat
dc.contributor.authorWijittra Srisorn
dc.contributor.correspondenceJ. Chuanchom; Faculty of Management Sciences, Suan Dusit University, Bangkok, 10300, Thailand; email: chiruchchiruch@hotmail.com
dc.date.accessioned2025-03-10T07:35:29Z
dc.date.available2025-03-10T07:35:29Z
dc.date.issued2021
dc.description.abstractThe objective of this research was to study tourist behavior of Dvaravati civilization-based tourist attractions and find ways to develop tourist behavior of Dvaravati civilization-based tourist attractions. The researcher conducted a random survey of 18,361,221 tourists who visited the Dvaravati Civilization-based tourist attractions. The sample group consisted of 400 Thai tourists aged 20-60 years. Statistical tools used in the data analysis included percentage, mean and standard deviation Cronbach's Alpha was used to assess the reliability of the questionnaire scored at 0.980. Multiple regression analysis was also used to test the correlation among the variables. The findings showed overall opinions of tourists toward tourism behavior of Dvaravati civilization-based tourist attractions were at a high level in all aspects. For each aspect, it was found that reputation of tourist attractions was ranked first, followed by rank two asthe beauty of the tourist attractions and third rank was the value of tourism. Whereas tourism services and facilities were ranked the lowest. As for the relationship with the Dvaravati Civilization-based tourist attraction management, it was found that the relationship was at a high level of 0.601, and factors influencing Thai tourists' decision making to choose Dvaravati civilization affects the potential of Dvaravati civilization-based tourist attractions with a 0.05 level of significance level. As a result, the prediction was presented in the Equation: _ = 1.011 + (0.391Rta) + (0.184Bta) + (0.089Vot) + (0.103Tsf). © 2021, Research and Development Institute Suan Dusit University. All rights reserved.
dc.identifier.citationJournal of Multidisciplinary in Social Sciences
dc.identifier.issn26730235
dc.identifier.scopus2-s2.0-85170657306
dc.identifier.urihttps://repository.dusit.ac.th//handle/123456789/4732
dc.languageEnglish
dc.publisherResearch and Development Institute Suan Dusit University
dc.rights.holderScopus
dc.subjectDvaravati Civilization-based
dc.subjectTourist
dc.subjectTourist behavior
dc.titleFactors Influencing Thai Tourists' Decision Making to Choose Dvaravati Civilization for Tourist Attractions
dc.typeArticle
mods.location.urlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85170657306&partnerID=40&md5=d96a080d2e688d5f1265f6fdb9bb038d
oaire.citation.endPage36
oaire.citation.issue1
oaire.citation.startPage28
oaire.citation.volume17
Files
Collections
SCOPUS 2021