INTERPRETATION MODEL OF MEMORABLE TOURISM EXPERIENCE FOR THE MILLENNIAL GENERATION TOURIST IN COMMUNITY-BASED CULTURALTOURISM DESTINATIONS

Abstract

The objectives of this research are 1) To explore cultural capital that leads to memorable tourism experience and the types of interpreters for community-based cultural tourism destination, 2) To study the millennial generation tourist behavior in using the interpretation of tourist activities in community-based cultural tourism destination, 3) To compare the level of perceived value of importance and performance of the interpretation of tourism activities contributing the memorable tourism experience for millennial generation tourist in community-based cultural tourism destination, 4) To study the memorable tourism experience of millennial generation tourist through the use of interpretation of tourism activities in community-based cultural tourism destination, and 5) To create is the interpretation model of memorable tourism experience for the millennial generation tourist in community-based cultural tourism destination. In this research, both qualitative and quantitative methods have been used.

The results of the survey on cultural capital leading to memorable experiential tourism activities and the model of interpretation in community-based cultural tourism destination have been found that Ban Rai Kong Khing tourism resource capital consisted of tradition and way of life, and local wisdom. In terms of cultural capital that leads to memorable experiential tourism activities for tourists, it is the application of capital and resources available in all aspects of the community to present a variety of tourism activities. Interpretation in tourist destinations by cultural communities can be divided into 2 types: personal service interpretation and non-personal service interpretation.

The behaviors of millennial generation tourist in the use of interpretation in tourism activities in community-based cultural tourism destination have been found that the majority of tourist received information via online media. Most of them are favorably perceiving the interpretation via QR Code and the notice boards. They gained knowledge from the interpretation of the areas of tourist attractions by the cultural community as a whole. The benefit obtained from the interpretation is to exchange and learn about the culture of the community-based cultural tourism destination.

The comparative results of the level of perceived value of importance and performance of the interpretation of tourism activities contributing the memorable tourism experience for millennial generation tourist in community-based cultural tourism destination by using the IPA method can be summarized in quadrants as follows: The levels of perception of importance and effectiveness in terms of non-personal interpretation were found that Quadrant A was the perception of functional value, Quadrant C was the perception of social value, and Quadrant D was the perception of emotional value. The levels of perception of importance and effectiveness in terms of personal interpretation were found that Quadrant A was the perception of functional value, Quadrant C was the perception of social value, and Quadrant D was the perception of emotional value.

Study the memorable tourism experience of millennial generation tourist through the use of interpretation of tourism activities in community-based cultural tourism destination by using a key component analysis method can be able to conclude the experience of tourist have 8 dimensions, namely, novelty, local culture, refreshment, knowledge, involvement, adverse feelings, hedonism, and meaningfulness.

The interpretation model of memorable tourism experience for the millennial generation tourist in community-based cultural tourism destination can be divided into 2 types, namely, personal service and non-personal service interpretation. Both of which start from the capital of tourism resources that lead to memorable experiential tourism activities of tourists, characteristics of interpretation or content in non-personal interpretation/characteristics of interpreters of community-based cultural tourism destination, the level of perceived value of importance and the levels of the perceived value of performance, and memorable tourism experience of the millennial generation tourist through the use of interpretation in community-based cultural tourism destination.

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