Tourism Elements Affecting Phitsanulok Image among Thai Tourists

Abstract

          The purposre of this research were 1) to study the tourism image of Phitsanulok province from the perspective of Thai tourists, 2) to compare the tourism image and 3) to analyze tourism elements that have an influence on the image of Phitsanulok Province. Data were collected by questionnaires from 400 Thai tourists visiting Phitsanulok province. The statistics used for data analysis were descriptive statistics, t-test One-Way ANOVA, and multiple regression.

          The result indicated that: the tourism image of Phitsanulok province from the perspective of Thai tourists in general is at a medium level (Mean = 3.30, SD = 0.61). When considering each aspect, it is found that most tourists give high opinion about history. Most (Mean = 3.40, SD = 0.68), followed by religion (Mean = 3.35, SD = 0.69), nature (Mean = 3.24, SD = 0.73) and culture (Mean = 3.23, SD = 0.84) respectively. Thai tourists with factors every person is different. There is no difference in the perception of tourism image in Phitsanulok province in general as for tourists with average incomes per month is different. There is a different perception of cultural image significantly at the 0.05 level, and the 6 components of tourism factors which are tourist attraction components accommodation and facilities elements safety element travel components and expenses cultural elements and interesting activity elements Influence the image of Phitsanulok province in 4 areas, namely history, religion, nature and culture.