CULTURAL HERITAGE TRAVELING INTENTION AMONG THAI FIRST JOBBERS

Abstract

            This study aimed to investigate the level of cultural tourism intention among Thai first jobbers; and compare their cultural tourism intention according based on demographic factors. This research employed a quantitative research methodology. Data were collected using a questionnaire from a sample of 343 Thai new workers selected using convenience sampling. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were used for data analysis. Inferential statistics, including independent samples t test, F test and one-way analysis of variance (ANOVA), were employed. When statistically significant differences were found, pairwise comparisons were conducted using the Least Significant Difference (LSD) method.
            The results revealed that Thai new workers had a high level of cultural tourism intention. Family income significantly influenced cultural tourism intention at the .05 level. Specifically, respondents with family income between 20,001–40,000 baht and 40,001-60,000 baht demonstrated significantly higher levels of cultural tourism intention than those with family income of 60,001 baht or above. The findings provide empirical evidence for tourism authorities, entrepreneurs, and policymakers to develop cultural tourism strategies that align with the needs and life contexts of early-career individuals, thereby supporting the sustainable development of cultural tourism in the long term.