FACTORS AFFECTING TOURISTS’ DECISION TO VISIT THE ROYAL-INITIATED MAE NGON RIVER BASIN DEVELOPMENT PROJECT IN FANG DISTRICT, CHIANG MAI

Abstract

This study had an objective to study factors affecting tourists’ decision to visit the royal initiated Mae Ngon river basin development project in Fang district, Chiang Mai. The samples were 191 tourists and excursionists, visiting agricultural tourist attractions, Ban Yang Community and The First Royal Factory at Fang museum, at Mae Ngon river basin. The samples were chosen by convenience sampling. The results showed that connections with tourist attractions in the same area strongly affected the tourists’ decision, as the connections drew more tourists. Further, through the Chi-square test of relationships between demographic profile and tourism behaviors, such as the amount of money and time they spent during their trips. A one-way ANOVA was conducted to compare the effect of demographic profile and tourism behaviors variables of the tourists’ opinions. The findings showed that, on average, tourists with different gender, age group, and educational background showed no difference in their opinions. Also for those who had visited the site and had different desires for revisiting, showed no difference in their opinions.