BEHAVIOR OF THAI TOURISTS TOWARDS CREATING VELUE ADDED OF THE CHUE CHANG COMMUNITY, HAT YAI DISTRICT, SONGKHLA PROVINCE CASE STUDY: DURING THE VEGETATRIAN FESTIVAL
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Abstract
Abstract
This Study of Behavior of Thai Tourists towards the Added Value Creation of Chue-Chang
Community, Hat Yai District, Songkhla Province: Case study during the Vegetarian Festival is
a quantitative research. A questionnaire was used as the instrument to collect data from
the research sample consisting of 384 Thai tourists who visited Chue-Chang Community, Hat Yai
District, Songkhla Province during the Vegetarian Festival, obtained by quota-based incidental
sampling. The data was statistically analyzed using the percentage, mean, standard deviation, and
analysis of variance (ANOVA).
The results were as follows: The overall behavior of Thai tourists towards the added value
creation of Chue-Chang Community, Hat Yai District, Songkhla Province was rated at the high level.
When specific aspects of the behaviors were considered, it was found that the behavioral aspect
of studying information concerning the vegetarian tradition and culture received the rating mean
at the highest level, followed by the behavioral aspects of attitude toward the Vegetarian Festival,
the food shops, tourism during the Vegetarian Festival, and travel during the Vegetarian Festival,
all of which received the rating mean at the high level. As for results of the comparison of
behaviors of Thai tourists towards the added value creation of Chue-Chang Community, Hat Yai
District, Songkhla Province as classified by personal factors, it was found that Thai tourists with
different ages, different monthly incomes, and different educational levels differed significantly in
their behaviors at the .05 level of statistical significance.
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