แรงจูงใจในการเดินทางท่องเที่ยวยังแหล่งท่องเที่ยวเชิงนิเวศในเขตพื้นที่การค้าชายแดนจังหวัดเชียงราย
Year: 2020
Type: article
Study design: Observational Study
Abstract: The study aims to provide insights into the reasons for visiting ecotourism destinations in the border areas of Chiang Rai which covers Mae Sai, Chiang San, and Mae Chan districts. The on-site self-administered questionnaires were given to respondents to indicate the motivational push and pull-factors influencing their travelling decision. Push and pull motivation items were created based on tourism literature under the travel motivational push-pull framework. The principal component factor analysis was undertaken to extract push and pull components. The analysis of 17 push attributes resulted in 4 push factors. The factors groupings of push factors are “rest, relaxation, and escapism”, “self-exploration, learning, and excitement”, “enhancement of kinship relationship”, and “socialization”. The factor analysis of 35 pull attributes results in 6 pull factor groupings. They are “tourism resources and recreation activities”, “tourist support and services”, “transportation and accessibility”, “hosting services”, “technological advancement”, and “political stability and economic factors”. The empirical results of this study provide insightful understanding of tourist motivation that supports the conceptual framework of push and pull factors in tourism literature. The empirical evidence confirms that tourist’s travel behavior is driven by internal and external factors. Research findings are essential for designing ecotourism marketing strategies based on tourist intrinsic desires and destination attributes, as well as providing useful implications for destination development.
Source: SUTHIPARITHAT JOURNAL
Author: Bejrananda, Thanchanok
Institution: Dhurakij Pundit University
Language: Thai
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220110306