พฤติกรรมตามแนวคิดการบริโภคอย่างยั่งยืนของนักท่องเที่ยวเจเนอเรชั่นวายชาวไทยต่อการท่องเที่ยวเชิงผจญภัยในจังหวัดเชียงใหม่

Abstract

This independent study aims to study the behavior according to sustainable consumption concept of Thai generation Y tourists towards adventure tourism in Chiang Mai province and comparison among the group of tourists who are aware of sustainable consumption concept and the group of normal tourists. The data collected from 300 samples. The tool used for data collection was the questionnaire. Descriptive statistic was applied for data analysis. Statistic variables include frequency, percentage and mean. The result shows that most responders are female and single. Their age are around 20 – 24 years old and they have bachelor degree as the highest education level. Most of them are private companies’ employees. Their salary is less than 15,000 baht. Their current hometown is Chiang Mai and most of them prefer to stay overnight. In the study on the behavior according to sustainable consumption concept of Thai generation Y tourists towards adventure tourism in Chiang Mai province, it was found that most responders chose the number of people in each travelling group around four – five people. The amount cost for the adventure tourism is 1,000 – 2,000 baht and rafting is the most popular activity for them. Their travelling objective is relaxation. They made decision to travel by themselves. The frequency of their adventure tourism is two times a year. The favorable time depends on their convenience and they always spend their travelling time within one day and they create their plan personally. Moreover, the sources of information for decision making are recommended by friends or acquaintances. The reasons why they decide to have the adventure tourism in Chiang Mai because there are a lot of activities. Most of them uses personal car (bicycle, motorbike, car) and stay at a hotel/resort. In addition, they would like to visit the travelling place again and they will recommend their friends or acquaintances to see it. From the report, most sample values the top three of the importance in service marketing mix which are service product, place and process respectively. The results shows that the opinions towards sustainable consumption concept can be separated into two groups of tourists which are the group of tourists who are aware of sustainable consumption concept and the group of normal tourists. There are no difference between these two groups about their personal factors and consumer behaviors by statistically significant at the 0.05 level. Overall service marketing mix factors are different by statistically significant at the 0.05 level. Besides the opinions towards adventure tourism to sustainable consumption concept aren't different by statistically significant at the 0.05 level, but environment factors are different by statistically significant at the 0.05 level. Furthermore, in the group of tourists who are aware of sustainable consumption concept realizes that the adventure tourism has negative affect to environment.