แรงจูงใจของนักท่องเที่ยวชาวไทยในการท่องเที่ยวอุทยานแห่งชาติจังหวัดเชียงใหม่

Abstract

This research aims to study the motivation for Thai tourists to travel in Chiang Mai National Park. The population is tourists in the Chiang Mai National Park. The sample group was calculated from Taro Yamane's table. The sample total population was 384 by Convenience Sampling. Questionnaires were applied as the tool for collecting data. Data were analyzed using descriptive statistics E.g. Frequency, Percentage, Average and Inferential statistics example t-test (Independent-Sample t-test) and One-Way ANOVA. Comparison of differences in the percentage level of incentives for tourism in Chiang Mai National Park consisted of Push and Pull factors, which were classified by gender and age range, and testing the difference in pairs using Scheffe's method. The results showed that most of the respondents were female, aged between 21 and 30 years old, with a bachelor's degree, private company employee, monthly income between 15,000 - 30,000 Baht, currently residing in Chiang Mai. Tourism behavior is active during the holidays with the purpose of relaxing on vacation and deciding to travel by themselves in winter for a one night camping. In terms of motivation, respondents place high priority on the Push factors. On the demand side, they found something new. The need to travel for social opportunities and focusing on moderate push factors, such as the need for pride received in tourism and learning about the culture, nationality, and livelihood. Pull factors that the respondents placed high emphasis on are resources, geography and location. Accommodation, facilities and travel cost of living are also considered in terms of history, culture, festivals and traditions related agencies. When classified by gender it was found that there were differences in some behaviors including patterns when staying overnight. The comparison of the difference in the percentage level of incentives for tourism in Chiang Mai National Park is at the significance level of 0.05 which found that there were differences in some sub-factors of the Push factors E.g. the need to travel social opportunities, the need on demand pride received in tourism, and differences in sub-factors of the Pull factors such as accommodation, facilities, transportation and cost of living Classified by age, there are differences in some behaviors E.g. Influencers in tourism decision making in Chiang Mai National Parks and the comparison results of the difference the percentage level of incentives for tourism in Chiang Mai National Park at the significance level of 0. 05, which was different in some sub-factors of the Pull factors such as history culture, festivals and traditions, accommodation, facilities and transportation, cost and living expenses and information about tourist attractions. But there is no difference in the main factors.