An Analysis of Thai Tourists’ Expectations and Perceptions of Tourist Attractions in Laplae District, Uttaradit Province
Article Sidebar
Main Article Content
Abstract
This research aimed to: (1) examine the level of tourist expectations toward tourism attractions in Laplae District, Uttaradit Province, (2) examine the level of tourist perceptions toward tourism attractions, and (3) compare expectations and perceptions based on demographic factors. The sample group consisted of 250 Thai tourists who had previously visited Laplae District. Data were collected using a questionnaire, which comprised three sections: demographic information, level of expectation toward tourism attractions, and level of perception toward tourism attractions. The data analysis was conducted using descriptive statistics, including percentage, mean, and standard deviation, as well as inferential statistics, including MANOVA and t-test, to examine differences based on the studied variables.
The results revealed that tourists had a high level of expectation toward tourism attractions, with the highest expectations for natural attractions, followed by historical attractions and tourism activities. The level of perception was also high, with natural attractions being the most perceived, followed by tourism activities and historical attractions. The MANOVA analysis revealed that demographic factors, namely age, income, and marital status, had a statistically significant effect on differences in tourists’ expectations and perceptions. The comparison results showed no significant difference between expectations and perceptions regarding natural and historical attractions. However, a significant difference was found between expectations and perceptions regarding tourism activities, indicating an opportunity to develop and improve activities that better align with tourists' needs and interests
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Banjongmanee, P., & Thuwadaratrakul, S. (2018). Thai tourists’ expectations influencing dark tourism in Thailand. Far Eastern University Academic Journal, 12(1), 126–138.
Ektanawat, I. (2016). Chinese tourists’ expectations and perceptions toward destination attributes: A case study of Pattaya City [Master’s thesis]. [in Thai]
Jamjamrat, W. (2019). Expectations and perceptions of Spanish tourists toward tourism at the elephant camp in Mae Taeng District, Chiang Mai Province [Master’s thesis, Dhurakij Pundit University]. [in Thai]
Kamtha, J. (2009). The tourists’ expectation toward tourism service at Suan Hin Pha Ngam, Nong Hin District, Loei Province [Master’s independent study, Loei Rajabhat University]. [in Thai]
Khupkheetapan, K. (2018). Guidelines for the development of health tourism components for European tourists in Prachuap Khiri Khan Province [Master’s thesis]. [in Thai]
Nilkamhaeng, R. (2022). Perception of cultural capital of tourist attractions in Nakhon Ratchasima Province through the perspectives of Thai tourists. Sikkha: Journal of Education, 9(1), 111–120. https://so05.tci-thaijo.org/index.php/sikkha/article/view/250819 [in Thai]
Office of Tourism and Sports, Uttaradit. (2018). Number of tourists. https://uttaradit.mots.go.th/graph_views.php?graph_id=10 [in Thai]
Office of the Permanent Secretary, Ministry of Tourism and Sports. (2019). Sustainable tourism development handbook of Thailand. Ministry of Tourism and Sports. [in Thai]
Phaetwong, T. (2013). The expectation and satisfaction of international tourists toward services of Erawan National Park in Kanchanaburi Province [Master’s thesis, Chulalongkorn University]. [in Thai]
Rattanapong, T. (2015). The effect of commitment and satisfaction on tourists' intention to revisit tourist destinations in Nakhon Si Thammarat Province [Master’s thesis, Prince of Songkla University]. [in Thai]
Tourism Market Research Center. (2020). Tourism growth in Thailand. https://intelligencecenter.tat.or.th/ [in Thai]
Tourism and Sports Office of Uttaradit Province. (2018). Number of tourists. https://uttaradit.mots.go.th/graph_views.php?graph_id=10 [in Thai]
Worawongwiwat, P. (2015). The perception of foreign tourists toward architectural styles of resorts: Local and Thai contemporary styles [Master’s thesis, Thammasat University]. [in Thai]
Yimmuk, I. (2016). Tourists’ expectations and perceptions of actual experiences in ecotourism: A case study of Kiriwong Village, Nakhon Si Thammarat Province [Master’s thesis]. [in Thai]
Yuyong, N. (2016). Media exposure, perception, attitude, and tourism behavior of Thai tourists at Khlong Lat Mayom Floating Market [Master’s thesis, Thammasat University]. [in Thai]
