Information Use Behavior for Tourism related to Arts and Culture of Tourists Traveling at Su-Ngai Padi District, Narathiwat Province

Abstract

This research aimed (1) to study behaviors of using information for tourism related to arts and culture, (2) to create a model of behaviors of using information for tourism related to arts and culture and (3) to investigate problems and provide suggestions of using information for tourism related to arts and culture of tourists traveling in Su-Ngai Padi district, Narathiwat province. The samples of the study were 270 tourists traveling in Su-Ngai Padi district, Narathiwat province during July to September 2020. The independent variables were Searching aspect and Details aspect. The dependent variable was Results. The research instruments used in this study were questionnaire, and Cronbach’s alpha coefficient was 0.803. The data was analyzed using descriptive statistics; Mean (), Standard Deviation (S.D.) and inferential statistics (Structural equation model)

The results showed that 1) tourists searched for planning their journey at the highest level; they searched information about travelling and found that the information provided was accurate and reliable, for example, information about product details and tourism services, 2) the model of tourists’ behaviors received Chi-square = 60.857, df= 51, P-value = 0.162, CFI = 0.983 and RMSEA = 0.049; the Searching variable had a direct effect on the Details, and had direct and indirect effect on the Results while the Details had direct effect on the Results and 3) the problems of information use for tourism found at a moderate level.