The Relationship between Tourist Behavior and the Potential of Tourist Attractions in Nakhon Phanom Province

Abstract

This research aimed to 1) the behavior of tourists in Nakhon Phanom Province, 2) investigate the relationship between tourist behavior and the potential of tourist attractions in Nakhon Phanom Province. Using Krejcie and Morgan's sample size determination, the minimum sample size was 384 respondents. However, with 36 tourist attractions, the actual sample size was 500 respondents. Probability sampling was employed, utilizing a quota sampling technique for each attraction, with simple random sampling for respondent selection. Data collection was conducted through survey administration. The data from the questionnaires were analyzed using descriptive statistics, including frequency and percentage calculations. Inferential statistics were also employed to test the research hypotheses, utilizing Chi-square, t-test, and F-test. The findings were presented in tabular form, accompanied by narrative descriptions and a summary of the research outcomes.

          The findings revealed that most respondents were female, aged 36-45 years, married, self-employed/business owners, held a bachelor's degree, and had a monthly income of 20,001-25,000 baht. Regarding tourist behavior, the primary purpose was leisure/relaxation. Respondents typically traveled with 2-3 family members, used private vehicles, made independent travel decisions, visited for a day trip, spent no more than 1,000 baht, had visited Nakhon Phanom once before, and obtained travel information from the internet. Concerning the potential of tourist attractions, all 36 sites received a high satisfaction level. Comparisons by gender revealed significant differences at five sites: Phra That Maha Chai, Phra That Tha Uthen, Wat Nak Bun Anna, Nong Saeng, and the ferry crossing to Laos.

          In summary, this study found that tourists primarily traveled for leisure and were highly satisfied with the 36 tourist attractions. These findings will greatly benefit government agencies and private sectors involved in tourism in Nakhon Phanom Province. The insights can inform appropriate planning and strategy development to meet tourist demands and promote sustainable tourism development. Moreover, the research outcomes can serve as a foundation for future studies and collaborations between academia, government institutions, and the private sector. The findings can stimulate further investigations into specific aspects of tourist behavior, leading to a deeper understanding of the dynamics within the tourism industry in Nakhon Phanom Province and potentially other similar destinations.