MOTIVATIVATION AND CULTURAL TOURISM BEHAVIOR OF TOURISTS A CASE STUDY OF PAKPOON SUBDISTRICT MUEANG DISTRICT NAKHON SI THAMMARAT PROVINCE

Abstract

         Study of Motivation and Cultural Tourism Behavior of Tourists A case study of Pakpoon Subdistrict Mueang District Nakhon Si Thammarat Province. The objective is to study the behavior of tourists in cultural tourism. To study the relationship between marketing mix factors. and tourism motivation and behavior of cultural tourists, Pak Phun Subdistrict, Mueang District, Nakhon Si Thammarat Province The tool used to collect data is a questionnaire. Data analysis uses frequency, percentage, mean, and standard deviation statistics. T-test statistics are used to test differences between two groups of independent variables and One-way ANOVA statistics are used. For comparing differences between independent variables with 3 or more groups, the statistical significance level is set at the .05 level.

The results of the study found that Marketing mix that is related to tourism behavior Cultural aspect of tourists The overall picture is at a high level. When considering each aspect, it was found that the product side is at a high level, 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 The overall picture is 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. There is a high level of motivation. and relaxation at a high level Cultural tourism behavior of tourists Never traveled before Receive information from word of mouth from acquaintances/close people. No overnight stays. Places to stay overnight in Mueang District. Arrive during weekends/public holidays/holidays. Traveling with spouse/family/relatives Travel by private car Travel expenses of 4,000 baht or more. Comparing cultural tourism behavior of tourists, it was found that tourists of different genders, statuses, and monthly incomes cultural tourism behavior no different Therefore, the research hypothesis was rejected. But tourists of different ages There are different behaviors in cultural tourism, which is consistent with the hypothesis. Statistically significant at the 0.05 level.