Religious Factors Affecting Thai Tourists' Perceived Value in Spiritual Tourism within the Central Chao Phraya River Lifestyle Tourism Development Cluster
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Abstract
This research aims to 1) analyze the religious driver’s components of Thai tourists for spiritual tourism at the Central Chao Phraya River lifestyle tourism development cluster 2) study the religious driver’s components that influence on the of Thai tourists for spiritual tourism at the Central Chao Phraya River lifestyle tourism development cluster. This research used questionnaires to collect data from 422 Thai tourists who have experience traveling at the Central Chao Phraya River lifestyle tourism development cluster. The statistics used in data analysis are descriptive, factor analysis and multiple regression analysis. the research finding indicated that the factor analysis of the religious driver has KMO value of 0.858, a Bartlett's Test Chi-Square value of 3864.288*, and a Sig value of 0.000, which is less than 0.05. can be used to analyze factors by rotating the axis using the Varimax method, with a cumulative variance of 50.00 %. The factor analyze result can be extracted into 4 components which are 1. Religious confidence 2. Meditation retreats 3. Religious environment and 4. New religious discovery. The multiple regression analysis found that religious confidence, meditation retreat, and religious environment influence on the perceived value of Thai tourists for spiritual tourism at the Central Chao Phraya River lifestyle tourism development cluster at the Central Chao Phraya River lifestyle tourism development cluster.
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