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Promoting the value of Lanna cultural heritage tourism resources for Thai youth tourists

by Pintusorn Onpium

Title:

Promoting the value of Lanna cultural heritage tourism resources for Thai youth tourists

Author(s):

Pintusorn Onpium

Advisor:

Kanokkarn Kaewnuch

Degree name:

Doctor of Philosophy

Degree level:

Doctoral

Degree discipline:

Integrated Tourism Management

Degree department:

The Graduate School of Tourism Management

Degree grantor:

National Institute of Development Administration

Issued date:

2017

Digital Object Identifier (DOI):

10.14457/NIDA.the.2017.26

Publisher:

National Institute of Development Administration

Abstract:

Due to loose of value of cultural heritage tourism resources, including the promoting of Thai youth tourist’ potential which they are one of the main target groups for cultural tourism of the Tourism Strategy 2015-2017 (Ministry of Tourism and Sports, 2015: 21), and the problem of number of Thai youth tourists visiting Lanna cultural heritage tourism site have decreased (Office of Strategic Management, Upper North Region 1, 2014 - 2017) including the importance of youth tourists market for the future as per the report of World Youth Student & Educational Travel Confederation, 2011, so this research aim to provide a guideline to promote the value of Lanna cultural heritage tourism resources in order to attracting Thai youth tourists to Lanna cultural heritage site by focused on three objectives. The first, to examine the value of Lanna cultural heritage tourism resources which it is important in the area. The second, to examine the factor influencing Thai youth tourists’ intention to visit Lanna cultural heritage site. And the third, to provide a guideline for promoting the value of Lanna cultural heritage tourism resources for Thai youth tourists. Qualitative and quantitative approach were simultaneous conducted. Qualitative method was employed to examined the value of Lanna cultural heritage tourism resources which it is important in the area and based on in-depth interview with 11 respondents which comprise of representatives from tourism policy planners, private sectors, local residents and youths in community which conducted in four dimensions (components) (the cultural, physical, product and experiential values) of cultural heritage tourism resources in Wat Puak Tam community, where it is one of 6 groups nomination properties that considered a heritage zone in Chiang Mai. Quantitative method approach based on questionnaires conducted from 500 Thai youth tourists 2 rounds (500 Thai youth tourists per round) in term of four dimensions (components) that mentioned above (the cultural, physical, product and experiential values) of cultural heritage site, internal and external factors for gaining how is the cultural heritage site should create the value of cultural heritage tourism resources in order to attracting more Thai youth tourist in terms of number and frequency. EFA were performed on Mplus for reducing the large set of variables into smaller indicators or factors and identify factors based-on the data provided. CFA was used to confirm the fit of hypothesized factor structure to the observed data. The findings from data analysis found both of 2 components of the value of Lanna cultural heritage tourism resources, internal and external factors are consistent with the model set of factors influencing Thai youth tourist’s intention to visit Lanna cultural heritage site. This study also providing a guideline for promoting Lanna cultural heritage tourism resources for Thai youth tourists.

Description:

Dissertation (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2017

Subject(s):

Tourism -- Management
Tourism -- Economic aspects -- Thailand
Thailand -- Lanna (Kingdom)
Tourism -- Social aspects

Keyword(s):

e-Thesis
Thai youth tourist

Resource type:

Dissertation

Extent:

289 leaves

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

URI:

http://repository.nida.ac.th/handle/662723737/4068
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



This item appears in the following Collection(s)

  • GSTM: Dissertations [76]

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Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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