The comparative analysis of natural attraction image and cultural attraction image of Tak Province from the opinions of Tak Province tourists

Abstract

The Research are comparative study of the image of nature-based tourism image

and cultural tourism in Tak Province in the opinions of Thai tourists were 1, To study the image of nature-base tourism in Tak Province in the opinions of Thai tourists. 2.To study the image of cultural tourism in Tak Province in the opinions of Thai tourists. 3.To compare the personal factors of Thai tourists affecting the opinions on the image of nature-based tourism in Tak Province  4.To compare the personal factors of Thai tourists affecting the opinions on the image of cultural tourism in Tak Province. This Research was quantitative research using survey and questionnaire as research instrument for collecting data from a total of 400 Thai nationals, aged 20 years and over who had previously traveled to Tak who had never traveled to Tak. The sample were selected using accidental sampling method.

According to the analysis, it was found that most of Thai tourists were female, aged between 26-35 years and graduated with bachelor’s degree. Most of them were private company employee with an average monthly income of 15,000 – 30,000 Bath. In addition, the majority of Thai tourists were single and had visited Tak with their families and exposed to the news via their social media. Thai tourists had different perception toward nature-based tourism and cultural tourism in Tak. It was found that the opinions on tourist attractions and accommodation were at highest level (=4.06), followed by appropriate tourist services (=4.05). As for the image of cultural tourism, the opinion on tourist attractions was at highest level (=4.20), followed by tourist activities (=4.12). Thai tourists with different demographic characteristics in terms of gender, age, marital status and information exposure channel showed different opinion on the image of nature - based tourism in Tak. While Thai tourisms with different demographic characteristics in terms of marital status and information exposure channel showed different opinion on the image of culture tourism in Tak at a statistical significance level of 0.05. The result of this research could be used as a guideline for furthering and promoting the publicity of nature – based tourism image and culture tourism in Tak province to match the demographic characteristics of Thai tourists effectively.