Causal relationship factors affecting event tourism in Nakhon Phanom province
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Abstract
This study aims to examine the factors influencing activity-based tourism in Nakhon Phanom Province by analyzing tourist behavior, perception levels, motivation, and causal relationships affecting travel decision-making. A sample of 400 tourists attending the Phra That Phanom Worship Festival was selected through simple random sampling. Data were collected using a semi-structured questionnaire and analyzed using both descriptive and inferential statistics. The findings reveal that the majority of tourists travel occasionally to visit significant attractions and for leisure purposes. Most traveled with family members (63.0%), used private vehicles (76.5%), stayed for a minimum of five days (39.0%), and obtained travel information through online channels (77.8%). The overall perception level was high ( average= 3.92, S.D. = 0.93), emphasizing needs, knowledge, and emotions. The most influential motivation was entertainment and relaxation (average= 4.09), followed by spiritual fulfillment and business opportunities. Multiple regression analysis demonstrated that factors significantly affecting travel decisions (p < .05) included the desire for learning new experiences (β = 0.24, t = 3.32), relaxation and escape from routine (β = 0.23, t = 3.62), entertainment and leisure (β = 0.16, t = 2.63), strengthening family relationships (β = 0.12, t = 2.02), and spiritual well-being (β = 0.11, t = 2.03). The model explained 70.4% of the variance (R² = 0.704, Adjusted R² = 0.697, F = 103.176, p<0.001), indicating exceptionally high predictive power. These findings provide valuable insights for developing activities that align with tourist motivations, refining digital marketing strategies, and promoting sustainable tourism development in Nakhon Phanom Province.
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