Developing perceptions and brand equity to enhance the potential of adventure tourism in Bencha Burapha Suvarnabhumi Provinces

Abstract

The study on Developing perceptions and brand equity to enhance the potential of adventure tourism in Bencha Burapha Suvarnabhumi provinces has 3 main objectives: 1) To explore the personal factors influencing brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 2) To examine the relationship between personal factors and potential factors influencing the brand equity and perceptions of adventure tourism in Bencha Burapha Suvarnabhumi provinces. 3) To develop perceptions and brand equity to enhance potential of adventure tourism in Bencha Burapha Suvarnabhumi provinces. The sampling populations were 385 Thai and foreigner tourists who visited Bencha Burapha Suvarnabhumi Provinces, accomplished by quota sampling the infinite population formula was used to find a sample size. The questionnaire was constructed under the research concept. Data analysis by the basic statistics of variables used to develop the model to understand the distribution and distribution of observation variables used in the research. With descriptive statistics, for examples, Frequency, Percentage, Mean, Standard Deviation, and Coefficient of Variation Pearson’s Product-Moment Correlation Coefficient. The research hypothesis testing used the Stepwise Multiple Regression Analysis method at the significance of 0.05 level.

The research found that the personal factors of tourists had an effect on the brand equity of adventure tourism as a whole at the 0.01 level of statistical significance. It consisted of 6-10 tourists, expenditure in the tour 4,001 - 5,000 baht, to study / seek knowledge, students, single status, living in the Central part, male and age of 30-39, influenced brand equity of adventure tourism at the 0.01 level of significance. The potential factors of adventure tourism in natural resources and marketing could best predict its brand equity as a whole with predictive coefficient weighting of .431, 0.220 and 0.146, respectively as a whole could predict the brand equity in adventure tourism significantly, and they were in a positive direction on all sides. The adventure tourism’s brand equity affected perceptions of adventure tourism at the statistical significance are perceived quality, brand loyalty, and brand awareness. When considering deeper, it was also found that the personal factors of tourists, the potential factors, and the brand equity influenced the overview of adventure tourism perception 98.5 percents. The influential factors are natural resources; activities; marketing; brand associations; brand awareness; Bachelor’s degree; travel; age 30-39; journal/magazine/guidebook, and student/college student.