ภาพลักษณ์การท่องเที่ยวจังหวัดเชียงใหม่ในมุมมองของนักท่องเที่ยวชาวจีน

Abstract

This independent study aims to examine the tourism image of Chiang Mai Province from the perspectives of Chinese tourists in 9aspects including the experience aspect, Attractiveness aspect, Price aspect, Environment aspect, Relaxation aspect, Exciting and adventurous aspect, Learning aspect, Social aspect, Reputation aspect. (of Chiang Mai tourist attractions). A questionnaire is a tool for collecting information from 400 Chinese tourists traveling to Chiang Mai, Analysis was performed based on the descriptive statistics including percentage, arithmetic mean, and standard deviation, and the result of the t-test on the difference between and across groups of variables. and using statistical testing of variables such as t –test classified by gender of tourists and using statistics to test variables F-test classified according to the income of tourists The study on general background found that most of the questionnaire respondents are characterized as male, 31- 40 years old, with the highest education at the Bachelor’s degree level, schoolchildren/student by occupational status, having an average monthly income not more than 2,500 RMB The results of the study of behavior in tourism and the first-time traveler to Chiang Mai. In general, the Chinese tourists under this study had a vacation as the main purpose of their travel to Chiang Mai this time, felt most impressed with the tourist attractions that are historical sites, traveled with family/relative, visited Chiang Mai during January – March, spent 5 or more overnight stays in Chiang Mai Province, spent about 2,001 - 3,000 RMB for the whole visit, used the hotel as the overnight accommodation, and mostly hired vehicle without sharing with other passengers to travel from place to place. Most questionnaire respondents received relevant information from online media/websites and spent the most souvenir expense on cosmetics. The results of the hypothesis testing of Chiang Mai's tourism image in the perspective of Chinese tourists in 9 aspects classified by gender of tourists. It was found that there was a significant difference at the 0.05 level, i.e. experience, price, environment, rest and relaxation. Exciting and adventurous Attraction Learning, social, reputation (of Chiang Mai tourist attractions) was not significantly different at the 0.05 level. The results of the nine aspects of the image hypothesis test, classified by tourist income, showed significant differences at the 0.05 level, including experience, price, environment, excitement and adventure. Learning, social, reputation (of Chiang Mai tourist attractions) part of relaxation and relaxation Attraction There was no statistically significant difference at the 0.05 level.