Push and Pull Factors in Ecotourism by Community-Based In the Northern Area of Thailand

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Sarintorn Chaiyarat
Soibuppha Sartmool
Suttipong Suwannasatit


This research attempted to study Push-Pull Factors influencing on tourists’ behavior of community-based ecotourism approach in the Northern Thailand. The conceptual framework was based on Push-Pull model to explore tourists travelling behaviors. The research methodologies consisted of in-depth interview as well as survey by questionnaires from the community leaders, tourism entrepreneurs, tour guides, and those people involved in ecotourism community. The purposive random sampling was used to select 398 tourists in the six ecotourism communities. Data were analyzed by linear regression model, poison regression model, and zero inflated poison regression model.

The results indicated that factors motivating tourists’ decision on traveling to community based ecotourism consisted of 10 elements. Pull factors affecting tourist’s decision most were accessibility to facilities and travel activities, followed by natural resources and culture. Meanwhile self-development and status were respectively the two major push factors which affected decision.


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Chaiyarat, S., Sartmool, S., & Suwannasatit, S. (2020). Push and Pull Factors in Ecotourism by Community-Based In the Northern Area of Thailand. Ph.D. In Social Sciences Journal, 10(1), 211–224. Retrieved from https://so05.tci-thaijo.org/index.php/phdssj/article/view/125897
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