การศึกษาความเต็มใจจ่ายของนักท่องเที่ยวต่อแพ็คเกจทัวร์เชิงประวัติศาสตร์จังหวัดลำปาง

Abstract

The objectives of this research were to study 1) the problem of historical tourism in Lampang province, 2) the historical connection of tourist attractions in each place in Lampang province, and 3) the willingness to pay of tourists toward historical package tours in Lampang province. Data were collected using documentary research, in-depth interviews with 2 people, and questionnaires from 411 people. The data were analyzed by using descriptive analysis, descriptive statistics, and factors affecting willingness to pay by using Tobit model. The results of the research revealed that:1) The problem of historical tourism in Lampang province is ineffective provision of tourism services and the facilities. Lampang province is a city with a historical identity but lacks learning processes, local and community knowledge management, clear integration in linking tourism routes between areas (limitations in power and scope of spatial management), and the development of activities or relate tourism formats. 2) Regarding the historical connection of tourist attractions in each place in Lampang province, tourism routes have been built following Chao Nan Thip Chang, the ancestor in the Chao Chet Ton Dynasty who led the Lampang people in a fight against Burmese invaders. It is a one-day trip tour package starting from Chao Phraya Sulawaluechai Songkram Monument, Wat Pong Yang Khok, Wat Pa Tan Kum Mueang, Wat Phra Kaew Don Tao Suchadaram and Wat Phrathat Lampang Luang. 3) The willingness to pay of tourists toward a historical packages tour in Lampang province has an average price of 1,691.45 baht per package. The factors affecting the willingness to pay for a historical packages tour of tourists are at the significant level of 0.05. The positive direction are age, and travel expenses in Lampang province per day per person. The purpose of traveling is to visit relatives and friends and attitudes about a new historical package tour.