BEHAVIORAL PATTERNS AND MOTIVATION IN CULTURAL TOURISM AT BAN TON TARN COMMUNITY, SAO HAI DISTRICT, SARABURI PROVINCE
The objectives of this research are 1). to study behavioral patterns in cultural tourism at Ban Ton Tarn community 2). to study motivation in cultural tourism at Ban Ton Tarn community, Sao Hai district, Saraburi province, the results showed that most of the respondents were female which resulting at 57.8 percent and most of them were 25-34 years old. Regarding their status, most respondents were single which accounting for 48.5 percent. The educational level aspects, most of them had a bachelor degree which accounting for 53.8 percent. For the occupation of the respondents, most of them were students which accounting for 32.8 percent. The average monthly income of respondents, most of respondents earn less than or equal to 10,000 baht per month. Most of the tourism behavior patterns, the research results shown that 1) 66.4 percent of the respondent travel with their family 2) There are group of 1-3 people traveling together, which representing at 44 percent 3) 55 percent of the respondents travel 1-2 times per month 4) A one-day trip was shown at 81.6 percent 5) Travelling at the end of the week (Saturday – Sunday) representing at 53 53 percent, 6) Tourism expenses was shown at 59.6 percent 7) Majority of the respondents got the information from friend’s recommendation at 40.6% and 8) A favorite activity of respondents is watching the demonstration of local woven fabrics which accounting for 30.6 percent. Regarding tourism motivation, it was found that the overall opinion was at a high level (= 3.80, SD = 0.79). When considering each aspect, it was found that cultural motivation had the highest mean which is at the highest level at (= 4.22, S.D. = 0.78) followed by physical motivation was at a high level at (= 3.90, S.D. = 0.76), interpersonal motivation was at a high level at (= 3.70, S.D. = 0.74). status or reputation motivation had the least mean at a moderate level at (= 3.80, SD = 0.89) respectively.