MOTIVATION, BEHAVIORS, AND BEHAVIORAL INTENTIONS OF TOURISTS IN THE LOW CARBON COMMUNITIES OF MAHA SARAKHAM PROVINCE

Abstract

This research aims to investigate the motivations, behaviors, and behavioral intentions of tourists in low carbon communities of Maha Sarakham Province. The sample consisted of 400 tourists who visited low carbon communities in Maha Sarakham Province, formula and selected through accidental sampling. Data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation.

The findings revealed that tourists' primary motivation was the desire for novel and unique experiences, which ranked at the highest level ( = 4.52), followed by the desire to learn new things and study local culture ( = 4.14), and the pursuit of spiritual well-being such as making merit ( = 3.57). Regarding tourism behavior, the majority of tourists primarily aimed to sightsee and visit attractions (74.50%), traveling occasionally with friends or colleagues (37.00%), mainly using personal vehicles (37.25%). Most trips lasted approximately 2 days (42.75%), with travel expenses ranging from 1,001 to 5,000 baht (39.00%), and tourists obtained information primarily through social media or online channels (52.50%). As for behavioral intentions, tourists demonstrated a very strong intention to revisit in the future at the highest level ( = 4.43), expressed willingness to recommend and share their experiences with friends and acquaintances ( = 4.49), and showed pride in sharing positive experiences ( = 4.24).  These findings highlight the potential of experiential tourism in low carbon communities of Maha Sarakham Province and indicate opportunities for sustainable tourism development.