Behaviors and Needs of Tourists Towards Cultural Tourist Attractions in Sakon Nakhon Province

Abstract

This research aimed to study the behaviors and needs of tourists towards cultural tourist attractions in Sakon Nakhon Province. This study is quantitative research. The samples were 405 Thai tourists who visited cultural tourist attractions in Sakon Nakhon Province, and data were collected using questionnaires using statistics such as frequency, percentage, mean, and standard deviation. Hypotheses were tested using one-way analysis of variance statistics. The results of the general information of the respondents found that most tourists visiting cultural tourist attractions in Sakon Nakhon Province were female, aged 21–30 years old, with bachelor's degrees. Most of them were employees or private officers with an income less than 5,000 baht, and they lived in Sakon Nakhon province. The results of the study of the behaviors of tourists visiting cultural tourist attractions in Sakon Nakhon Province found that most tourists visited the places for learning arts and culture. They traveled with their family and relatives and traveled by private car. Most tourists did not stay overnight. Tourists staying overnight would stay at a relative's or friend's house, and the duration of their stay would be one night. Their average personal expenses were less than 1,000 baht per day. They traveled in the province more than three times, and they knew about tourist attractions via the internet. The overall results of the study of tourist needs towards the cultural tourism marketing mix in Sakon Nakhon Province were at the highest level ( = 4.26). Considering each aspect, it was found that the aspect with the highest level of need was people ( = 4.53), followed by product ( = 4.32), process ( = 4.26), distribution channel ( = 4.25), price ( = 4.23), physical evidence (  = 4.20), respectively. The aspect with a high level of need was the marketing promotion ( = 4.04).