MOTIVATION AND CULTURAL TOURISM BEHAVIOR OF TOURISTS : A CASE STUDY OF YANG YAI TEMPLE (TAPRANBOON) NAKHON SI THAMMARAT PROVINCE

Abstract

The objective is to study the behavior of tourists in cultural tourism. To compare with the behavior of cultural tourists at Wat Yang Yai (Ta Phran Bun), Nakhon Si Thammarat Province, classified according to personal factors. marketing mix and incentives for traveling The sample group used in the study was a group of 400 tourists and visitors. The instrument used to collect data was a questionnaire. The data were analyzed using frequency, percentage, mean, and standard deviation statistics. T - test statistics.

The results of the study found that Marketing mix that is related to cultural tourism behavior of tourists In the overview of various aspects at a high level When considering each aspect, it was found that the product side at a high level is the first, followed by marketing promotion. is at a high level, personnel is at a high level, and prices are at a high level. Tourists' cultural tourism motivations In the overview of various aspects at a high level When considering each aspect, it was found that Cultural learning at a high level It is the first thing, followed by the honor aspect. at a high level and relaxation at a high level Cultural tourism behavior of tourists Most have been here 1 time. They received information from word of mouth from acquaintances / close people. They did not stay overnight. Most overnight accommodations stayed in Sichon District/Khanom District / Tha Sala District. Arrive during weekends / public holidays / holidays. Traveling with spouse / family / relatives Travel by private car Travel expenses 1,000 - 3,999 baht. Comparison of cultural tourism behaviour by independent variables such as gender, age, status, and monthly income showed that different gender, status and monthly income showed no difference in cultural tourism behavior, age difference, and difference in cultural tourism behavior, which was consistent with a statistically significant assumption of 0.05.