Behaviors and Perceptions of Tourists Regarding Meditation Practice in Mueang District, Chiang Mai Province
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Abstract
This study aimed to examine: 1) tourist behaviors regarding meditation practice; 2) tourist perceptions regarding meditation practice; and 3) differences between demographic characteristics and tourist behaviors regarding meditation practice in Mueang District, Chiang Mai Province, in order to design a simulation diagram of tourist behavior relationships. The sample consisted of 140 Thai and foreign tourists who traveled to practice meditation, selected through accidental sampling. Data were collected using a questionnaire at a confidence level of 95% and a margin of error not exceeding 0.05. Frequency, percentage, and chi-square were employed as the statistical tools for data analysis. The findings revealed that the majority of respondents were female, aged 31–40 years, Buddhist, with a monthly income below 15,000 baht. Tourists were traveling for their first meditation experience, motivated by seeking new experiences, and stayed for three to five days per visit. The primary source of information accessed for meditation practice was internet-based media, particularly websites. The most common mode of transportation was hired vehicle services. During meditation practice, tourists were most impressed by the tranquility and peacefulness derived from the practice and reported experiencing various other problems. Tourists expressed a definite intention to revisit. In terms of perception, tourists associated meditation practice with calmness, simplicity, and a distinctive Buddhist identity, recognizing it as a cultural hallmark of Chiang Mai Province. The most appealing aspect was the quality of the meditation curriculum, which was perceived as practically applicable to daily life. Furthermore, demographic characteristics differed significantly in relation to overall tourist behavior. Specifically, religion differed significantly in relation to tourist behavior across four aspects: frequency of travel, mode of transportation, channels for discovering meditation sites, and problems encountered during meditation practice.
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