ความต้องการของนักท่องเที่ยวชาวไทยที่มีต่อการท่องเที่ยวเชิงนิเวศในอำเภอสวนผึ้ง จังหวัดราชบุรี

Abstract

This study aimed to investigate Thai tourist needs towards ecotourism in Suan Phueng district, Ratchaburi province. Data collection was done by the distribution of questionnaires to 384 Thai tourists traveling to Suan Peung district Ratchaburi province, according to the convenient sampling method. Data obtained were, then, analyzed by the descriptive statistics, consisting of frequency, percentage, and mean. According to the study on general background, most respondents were female in the age of 21-30 years old, single, graduated in bachelor’s degrees, worked as company employee, earned monthly income at the amount of 10,001-20,000 Baht in average, and resided in the central region. The studied results on behavior of Thai tourists towards ecotourism in Suan Peung district, Ratchaburi province indicated that their motivation or reason of travelling was to spend leisure time with friends/family. In each time, they spent 3,001-4,500 Baht for travelling expenses. The most preferable style of travel was to travel with family/relatives. They preferred to arrange their travel in November – February during weekend. They travelled by personal car for 2 days in duration. The studied results on the needed ecotourism style in Suan Peung district, Ratchaburi province presented that the top three ecotourism activities that they needed at the highest level were tent camping trip, boat/rafting trip, and trekking trip, respectively. The results of the study on the marketing mix of Thai tourist towards ecotourism in Suan Peung district, Ratchaburi province were showed as follows. In product factor, the highest need of the respondents was the maintenance of ecotourism area. In price factor, the highest need of the respondents was the discount under a certain condition such as the discount for those who passed information of ecotourism event to others. In place factor, the highest need of the respondents was the various accommodation options. In promotion factor, the highest need of the respondents was the promotion of ecotourism via online media such as Social Media.