TOURISM FACTORS INFLUENCING TOURISTS’ REVISIT INTENTION TO NAKHON PHANOM PROVINCE

Abstract

This study aims to investigate the tourism-related factors that influence tourists’ intention to revisit Nakhon Phanom Province. The sample comprised 400 tourists who traveled to Nakhon Phanom Province. A structured questionnaire was employed as the research instrument for data collection. The statistical techniques used for data analysis included percentage, frequency, mean, standard deviation, and multiple regression analysis.
The research findings revealed that the overall level of opinions regarding the tourism components of Nakhon Phanom Province was high (X ̅ = 4.09). When analyzed by individual aspects, all dimensions were found to be at a high level. The aspect with the highest mean score was accessibility, followed by facilities, accommodation, attractions, and activities, respectively. The results of the hypothesis testing indicated that the tourism components significantly influencing tourists’ intention to revisit Nakhon Phanom Province at the 0.05 level of statistical significance were attractions (β = 0.142, Sig. < 0.001), accessibility (β = 0.188, Sig. < 0.000), and accommodation  (β = 0.336, Sig. < 0.000). In contrast, activities (β = 0.034, Sig. > 0.479) and facilities (β = 0.006, Sig. > 0.897) did not significantly influence tourists’ intention to revisit at the 0.05 level of statistical significance. The standard error            of the estimate was 0.326. Furthermore, the adjusted coefficient of determination (Adjusted R Square) was                    0.41, indicating that tourism component factors could explain 41.00 percent of the variance in tourists’ intention to revisit Nakhon Phanom Province, while the remaining 59.00 percent was attributable to other factors beyond those examined in this study.