FACTORS AFFECTING THE DECISION TO CHOOSE KHAO SAM MUK, CHONBURI PROVINCE AS AN ECOTOURISM DESTINATION

Abstract

Factor affecting the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province

Rattanaporn Auksornsri 1, Kodchaporn Noramart 2                                                                                                                       Graduated School Of Commerce, Burapa University

Abstact

          The objective in this research were 1) to study the demographic factor of the tourist that affected the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province  2) to study the marketing mix that affected the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province  3) to study the inspirational factor that affected the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province. The sample in this study were the 400 Thai and Asian tourists those who visited the ecotourism at Khao Sam Muk, Chonburi province with completed a self-report questionnaire, and Zikmund’s formula was used to calculate the unknown sample size by defining the proportion of the population 0.2 equals the 95% of the reliability and the 5% mistakes.  The descriptive statistics, t-test, f-test, and multiple linear regression were used for analyzing the data in this research as well.     

The result found that 1).The different ages and statuses had the difference decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province. The tourist those who were less than 20 years old had the differences decision making which was higher than the tourist those who were 31 – 40 years old,  41 – 50 years old, and higher than 51 years old.  2). The marketing mix factor (The product, the price, the place, and the promotion) affected the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province with the statistical significance at 0.05.  3). The inspirational factor (The culture, the relaxation, the personal value, the social networking, and the social value affected the decision making in visiting the ecotourism at Khao Sam Muk, Chonburi province with the statistical significance at 0.05.

Keywords : Ecotourism, Decision making, Khao Sam Muk

Author e-Mail address: 1.First author [email protected] .

2.Corresponding author [email protected]