การรับรู้ภาพลักษณ์จังหวัดเชียงใหม่และการแสวงหาข้อมูล เพื่อการตัดสินใจของนักท่องเที่ยวในจังหวัดเชียงใหม่

Abstract

Independent Study Title "Chiang Mai Image Perception and Information Seeking for Decision Making of Tourists in Chiang Mai Province" The purpose of this study: 1) to study the perception of Chiang Mai province; 2) to study the information seeking for tourism in Chiang Mai and the types of information sought before making a decision to travel in Chiang Mai; 3) to study the travel behavior data. This research It is a survey research. The researcher used quantitative research. (Quantitative Research) by means of a research survey (Survey Research) to study and collect data from a questionnaire online (Online Questionnaire). The target group is tourists who visited Chiang Mai, including 400. The researchers are divided into two categories: Thai tourists 200 people and 200 foreign tourists. Using a random sampling method based on the probability principle (non probability sampling) with a snowball selection method that meets the desired properties (purposive sampling) and then using the recommendation of the sample with similar characteristics to the previous sample. Once the questionnaire has been collected completely and sufficiently, the data collection will be discontinued. The results showed that: The perception of Chiang Mai's image by both Thai and foreign tourists has 2 aspects: physical image. And the image of value and aesthetics Awareness is at a high level in every image. Seeking news for tourism in Chiang Mai Tourists seek information from 6 sources at a high level, all of which consist of 1. Information from their own experiences 2. Sources from family, relatives, close friends, colleagues 3. Resources that provide tourism services 4. Public information sources. Tourism Authority of Thailand Tourism in Chiang Mai Province 5. Public sources from the Internet and online media and 6. Resources from public figures. Frequency of information seeking for information sources there are 6 sources of information. Tourists seek information from their own direct experience, every day tourists seek information from sources. Infrequently, the levels were: 1. Close-to-hand sources, 2. Commercial resources, 3. Commercial resources, 4. Public resources, 5. Internet and online media, and 6. Public person review sources. Types of news that tourists seek before making a decision to travel in Chiang Mai include: 1. News about tourist attractions; 2. Types of news about travel details. 3. Types of news about facilities when coming to Chiang Mai. Tourists are interested in finding information in all matters at a high level. Travel behavior of tourists Tourists come to travel in Chiang Mai. In order to relax and unwind from work stress, most tourists choose to travel with family members and relatives using private cars. And use the hotel accommodation. Accommodation costs are in the price range of 501 - 1,000 baht per night, spend 3-5 days in Chiang Mai, and predict with an average cost of 30,000 baht or less per time. There is a tourism model in the nature of tourism. In addition, tourists are expected to return to Chiang Mai again.