A Study of Tourist Behavior and the Tourist Journey Model of Eco - Friendly Tourists in Khung Bang Kachao, Samut Prakan Province, Thailand.
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Abstract
This research aims to investigate behaviors and develop a tourist journey model for eco-friendly tourists in Bang Kachao community, Samut Prakan Province, Thailand. Using mixed methods research, data were collected through questionnaires from 400 samples and in-depth interviews with 60 participants. Data were analyzed using descriptive statistics and K-Means cluster analysis. The findings identified four tourist segments based on motivations: Cultural Heritage Seekers (13.75%), Local Wisdom Appreciators (35.00%), Community Income Contributors (20.75%), and Lifestyle Activity Enthusiasts (30.50%). All groups predominantly used Facebook for sharing experiences and chose Bang Nam Phueng Floating Market as their main destination.The tourist journey model revealed three key stages: pre-trip digital information search, during-trip focus on natural and cultural experiences, and post-trip social media sharing. This research provides insights for developing targeted marketing strategies and sustainable tourism management that align with different tourist segments' needs.
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