The Forecasting Methods for Tourism Behavior in Chiangmai and Cluster Analysis of Thai and Foreign Tourism
ปัจจัยการพยากรณ์พฤติกรรมการท่องเที่ยวในจังหวัดเชียงใหม่และการวิเคราะห์แบ่งกลุ่มนักท่องเที่ยวชาวไทยและชาวต่างประเทศ
by Thanaton Sangswang
Title: | The Forecasting Methods for Tourism Behavior in Chiangmai and Cluster Analysis of Thai and Foreign Tourism ปัจจัยการพยากรณ์พฤติกรรมการท่องเที่ยวในจังหวัดเชียงใหม่และการวิเคราะห์แบ่งกลุ่มนักท่องเที่ยวชาวไทยและชาวต่างประเทศ |
Author(s): | Thanaton Sangswang |
Contributor(s): | NIDA. The Graduate School of Communication Arts and Management Innovation |
Advisor: | Patchanee Cheyjunya |
Degree name: | Master of Arts (Communication Arts and Innovation) |
Degree level: | Thesis |
Degree discipline: | Master of Arts (Communication Arts and Innovation) |
Degree grantor: | National Institute of Development Administration |
Issued date: | 8/22/20 |
Publisher: | NIDA |
Abstract: |
The objectives of this study are: 1) to study the information seeking process, the satisfaction gained from the information seeking, and the touristic behaviors of both Thai and foreigner tourists in Chiang Mai 2) to study the correlation between the information seeking process and the satisfaction gained from the information seeking against the touristic behavior in Chiang Mai 3) to study the variables’ efficiency in forecasting the touristic behaviors of both Thai and foreign tourists in Chiang Mai. The population consisted of Thai and foreign tourists who travel to Chiang Mai. The researcher selected the sample through the non-probability sampling technique by distributing the questionnaire among 400 subjects who travel to various tourist attractions in Chiang Mai. The research tool is the 83-items questionnaire created by the researcher, and the information obtained will be statistically processed and analyzed via SPSS program. The statistics involved including 1) Descriptive analysis 2) Inferential statistics analysis, such as Multiple regression analysis and K-mean cluster analysis.
The study shows that: 1) Thai and Foreign tourists sought information and gained satisfaction from new media more than traditional media. When it comes to touristic behavior, Thai and Foreign tourists perceived the behaviors based on tourist attractions as the most important. 2) Information seeking process correlates to the touristic behavior based on tourism purposes on a significance level of 0.001, and satisfaction gained from the information seeking process correlates to touristic behavior based on tourism purposes in Chiang Mai on a statistically significant level of 0.01. 3) The variable that describes the leisure traveling purpose described at a statistically significant level of 0.001 is the overall satisfaction of the obtained information that can describe the Thai and foreign tourists' leisure traveling purposes at 7.9 percent. While the information seeking from the traditional media and overall satisfaction, when combined, can describe the educational traveling purpose at a statistically significant level of 0.001 and can describe altogether at 5 percent. The K-mean cluster analytic grouping, according to the information seeking channel used by the Thai and foreigner tourists who traveled to Chiang Mai. The result shows that Thai tourists use communication channels to seek information, which can be categorized into 3groups: all channels, high-tech communication, and background channel. While foreigner tourists seek out information also through 3 communication channel groups, including genre-oriented, new tradition, and retro groups. Thai and foreign tourists use similar communication channels with different demographic qualities for each group. |
Description: |
NIDA, 2020 |
Subject(s): | Business |
Keyword(s): | การแสวงหาข้อมูลข่าวสาร, ความพึงพอใจมีการแสวงหาข่าวสาร, พฤติกรรมการท่องเที่ยว , การวิเคราะห์แบ่งกลุ่ม, นักท่องเที่ยวชาวไทยและชาวต่างประเทศ, ช่องทางการแสวงหาข่าวสาร |
Type: | Thesis |
Language: | th |
Rights holder(s): | NIDA |
URI: | https://repository.nida.ac.th/handle/662723737/5143 |
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