FACTORS INFLUENCING DEMAND FOR CULTURAL TOURISM IN THE UPPER NORTHEAST REGION1

Abstract

The objectives of this research wear 1) to study the satisfaction towards the potential of tourist destinations and factors that determine tourism demand 2) to study tourism behavior 3) To compare the tourist satisfaction with the factors that determine the tourism demand 4) To study the influence of the factors that determine the tourism demand on the cultural tourism demand in the upper Northeast Region 1. The sample consisted of 400 Thai tourists using simple sampling methods. The data were analyzed by percentage, mean and standard deviation. The hypothesis testing was t-test and F-test at the statistical significance level of 0.05 and multiple regression analyzes. The research results were found that 1) The tourists were satisfied with the potential of the attractions and the factors that determine the overall tourism demand at a high level ( = 3.94) and ( = 3.82). 2) Cultural tourism behavior is for recreation Use a private car for a 1 day holiday trip (round trip). 3) tourists with different age, occupation, income and domicile They were satisfied with the factors that determine the different tourism demand. Statistically significant at 0.05. And 4) The four independent variables have the power to best predict changes in tourism demand: Services (0.238), location (0.208), goods and services (0.190) and service activities (0.113), respectively, together describing 62.7 percent of the fluctuation in tourism demand.