ปัจจัยที่มีผลต่อทัศนคติของนักท่องเที่ยวในการใช้ จักรยานสาธารณะในเขตเมืองเก่าเชียงใหม่

Abstract

Chiang Mai Old City, as a cultural tourism city, has been promoted to be trailed as a pilot project to facilitate cycle tourism by the government. Although the government has designed and built facilities for cyclists in the Old City, the use of public bicycles still has not been so popular. Therefore, this research aims to identify factors influencing tourists’ attitudes towards public bicycles in Chiang Mai Old City in order to provide alternatives to promote the use of public bicycles in the Chiang Mai Old City. In this case, 410 tourists, who use bicycles in the Old City, were used as a sample group to answer the questionnaire for data collecting. Collected from the questionnaire, Data such as frequency, average, standard deviation, One-way Anova and Exploratory Factor were analyzed. The result shows that Tourists, age between 26 and 36 years, are mostly American and European male tourist. The result showed that the three most significant factors were travel flexibility (mean = 4.29), bicycle lane (mean = 4.24), and bicycle rental shop (mean = 4.23). Meanwhile, the researchers also came up with the least three important factors as well: the duration of the trip compared to other modes of transport (mean = 3.34); physical condition (mean = 3.36); and convenience (mean = 3.57). The Exploratory Factor Analysis (EFA), with the Cronbach's Alpha value of 0.806, consists of 7 elements which are Infrastructure, Flexibility and Mobility, City pattern, Attractions, Physicals and Safety. The results of this study can help identify appropriate guidelines for promoting the use of public bicycles for tourism in Chiang Mai Old City as it is analyzed according to the most to the least important factor scores and factor loading. As a result, the government and private sectors should prioritize and concentrate on developing public bicycle infrastructure, especially bicycle lanes, in order to attract tourist groups and ensure travelers that they will find their experience when using public bicycles not only more convenient, but also safer.