TOURISTS’ PERCEPTION AFFECTING DECISION-MAKING ON VISITING NAKHON PHANOM

Sornsawan  Chotiwtutideacha; Phurichchaya  Taeporamaysamai; Worrasit  Wongadisai

Sornsawan Chotiwtutideacha Graduate Student of Kasetsart University, Thailand
Phurichchaya Taeporamaysamai Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Worrasit Wongadisai Department of Business Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Abstract

The purposes of the research were 1) to investigate the different demographic factors effects on tourists’ decision-making on visiting Nakhon Phanom. 2) to study perception of tourist attractions has positive effect on tourists’ decision-making on visiting Nakhon Phanom. In this research, the focus target population included the tourists visiting Nakhon Phanom. The sample size was 400 of tourists determined by Taro Yamane's formula from the total population of 1,074,937. The data collection was a questionnaire. Statistics used in data analysis were descriptive statistics, including frequency, percentage, mean, and standard deviation (SD). The statistical hypothesis test consisted of t-test, F-test, one-way ANOVA, Pearson correlation coefficient analysis and multiple regression analysis.
The results found that the demographic factors in monthly incomes had effect on tourists’ decision-making on visiting Nakhon Phanom with a significance level of 0.05. In relation to, perception of tourist attractions agriculture, nature, and physical have positive effect on tourists’ decision-making on visiting Nakhon Phanom a significance level of 0.01. The coefficient of regression (β = 0.298), followed by the natural factors. The coefficient of regression (β = 0.208), followed by agriculture. The coefficient of regression (β = 0.125), followed by physical characteristics respectively.