ศึกษาภาพลักษณ์ของแหล่งท่องเที่ยวจังหวัดนครศรีธรรมราช ตามความคิดเห็นของนักท่องเที่ยวชาวต่างชาติ

Abstract

This study aimed 1) to investigate the tourist behavior of foreign tourists who travelling in Nakhon Si Thammarat’s tourist attraction, 2) to study the recent image of Nakhon Si Thammarat’s tourist attraction, and 3) to study the relationship between tourist behavior of foreign tourists and the image of Nakhon Si Thammarat’s tourist attraction in order to receive the suggestions and comments for the better image improvement of Nakhon Si Thammarat’s tourist attraction. The population used in the study was foreign tourists who travelling in Nakhon Si Thammarat province. The sample was derived by using Taro Yamane’s formula with the confidence interval at 95% and discrepancy at 0.05. The sample size was 400 persons. The accidental sampling method was used in this study. The instrument in the study was the English version questionnaire. The gathered data was analyzed by using SPSS. The statistics used was percentage, mean, standard deviation, t – test, F – test and One Way ANOVA, testing the differences in pairs with the LSD (Least Significant Difference Test) The results of the study found that majority of the foreign tourists were male. They mostly were Asian in between 21-30 years of age. They were married. The level of study was in an undergraduate level. Their average income was US$ 1,001-1500 and had their own business. There were 1-2 members in the family. Most of them had first time travelling in Nakhon Si Thammarat with their family and close friends. The favorite activity travelling in Nakhon Si Thammarat was the natural educational trekking. They liked staying at the hotel for 2 nights. Most foreign tourists would like to return to Nakhon Si Thammarat again and to help promote Nakhon Si Thammarat’s tourist attractions. They knew the information of tourist attractions in Nakhon Si Thammarat Province from the travel agents. And, the findings of an imange of Nakhon Si Thammarat’s tourist attractions by the opinion of the foreign tourists in 7 aspects revealed that the aspect of the security, the society, the sea, the beach and the sunlight was at an excellent level of feedbacks. Otherwise, the feedbacks in the aspects of the cleanness and services was at a good level. The comparison of the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by number of visits showed that the travelers with different travel times had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the companion, it was found that travelers with different companions had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by favorite activities, it was found that travelers with different favorite activities had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the travelling purpose, it was found that travelers with different travelling purpose had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the received media, it was found that travelers with different received media had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the accommodation, it was found that travelers with different accommodation had the indifferent perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the amount day of travelling, it was found that travelers with different amount day of travelling had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the return of travelling, it was found that travelers who returned back of travelling had the different perception in an image of Nakhon Si Thammarat’s tourist attractions. Comparing the level of perception in an image of Nakhon Si Thammarat’s tourist attractions classified by the amount of tourists who had been invited, it was found that the different amount of tourists who had been invited had the indifferent perception in an image and income of Nakhon Si Thammarat’s tourist attractions. The suggestions of the foreign tourists to improve the tourist attractions of Nakhon Si Thammarat proposed that the public transportation and other facilities should be developed for tourists, such as foreign exchange, tourist information center, and the tourism of Nakhon Si Thammarat province should be more modern promoted in order to better help tourists make the decision to travel in Nakhon Si Thammarat province.