การศึกษาพฤติกรรมการท่องเที่ยวแบบคาร์บอนต่ำของนักท่องเที่ยว ในรูปแบบการท่องเที่ยววิถีชีวิตท้องถิ่น ภูมิปัญญา ศิลปวัฒนธรรม ของชุมชนจังหวัดระนอง

Abstract

Low-carbon tourism behavior plays a crucial role in mitigating environmental and social impacts by alleviating climate change, conserving natural resources, and promoting sustainable income generation for local communities. This study employed a survey research design with a sample of 400 Thai tourists who traveled to Ranong Province between February and May 2025, selected using convenience sampling. A structured questionnaire was utilized as the research instrument, and the data were analyzed using descriptive statistics and multiple regression analysis.

The findings revealed that tourists demonstrated a high level of low-carbon tourism behavior. Significant factors influencing this behavior at the 0.05 level included attitude, reference group conformity, behavioral control, behavioral intention, environmental factors, and marketing mix, particularly price and distribution channels, which collectively explained 54.1% of the variance in low-carbon tourism behavior. Furthermore, the qualitative synthesis developed a sustainable low-carbon tourism management model, emphasizing the integration of “local lifestyle, wisdom, and cultural heritage” through participatory collaboration among stakeholders, especially local communities. This model aims to create a balance between environmental conservation, preservation of cultural identity, and sustainable local economic development.