ลักษณะแหล่งท่องเที่ยวที่มีผลต่อนักท่องเที่ยวเจเนอเรชันวายในการเดินทางมาเยือนดอยม่อนแจ่ม อำเภอแม่ริม จังหวัดเชียงใหม่

Abstract

The purpose of this independent study was to study tourist attraction attributes that affect Generation Y travelers. On their visit to Mon Cham, Mae Rim District, Chiang Mai Province. Data were collected from 150 early Generation Y travelers and 150 late Generation Y travelers using a questionnaire as a tool to collect data and analyze data using descriptive statistics including frequency and percentage and inference statistics by testing t-test statistics. The results showed that the majority of respondents were females between the age of 26 - 35 years old. They were single status and occupation as employees / private company had an average monthly income was around 15,001- 30,000 Baht. Travel behavior showed that most of them were self-organized travel programs. They were accompanied by 2-5 people. They came from the Central regions, mainly from Bangkok, and stayed in Chiang Mai province for 3 nights. Most of them stayed overnight at Mon Cham for 1 night. The cost at Mon Cham was estimated at 1,001-2,000 Baht, and the cost of the trip from their hometown to Mon Cham was between 3,501-5,000 Baht. The findings also revealed that destination attributes affecting the decision-making of both two groups of respondents were ranked at a high level. Sub-factors of attraction attributes that affect the decision of the highest level. There are fresh air, the location is close to nature, such as mountains, waterfalls, forests, and beautiful scenery along the way. Followed by the attributes of tourist attractions in terms of facilities the sub-factors that affect the decision making towards choosing tourist attractions at the highest level are 3 factors, sufficient toilets, there are food and beverage available, and offers accommodation. The results of the difference test revealed that the tourist attraction attributes affected the decision of the early generation Y respondents more than the late generation Y respondents by all factors. By the attributes of the attraction almost all the sub-factors affected the decision-making level of the two groups of tourists, statistically significantly different, except that the attributes of attractions in terms of activities affected the decision-making level of the two groups of tourists. There was no statistical difference.