Evaluating Foreign Tourists' Perceptions of Travel Experiences for Effective Tourism Development in Chiang Rai Province
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Abstract
Tourism development has generated both positive and negative impacts on the economy, society, environment and way of life of people in tourist destinations. The rapid growth and increase in tourism development in recent year has brought many problems. Hence, tourism development that is consistent with the perceptions towards experiences of tourists is fundamental for the determining of a tourism development model that will minimize the negative impacts from tourism. Therefore, this study aims to examine tourists’ perceptions based on their travel experiences in order to develop appropriate tourism models for Chiang Rai province. A Likert scale questionnaire was designed for 370 international tourists. Self-administered data collection method were adopted for this study. Data were analyzed by descriptive statistics consisting of frequency and percentage. The study revealed that tourists' perceptions based on travel experiences in Chiang Rai province exhibit both similarities and differences, even within the same subject area depending on each traveler's purposes. Tourists’ perception information can be used for tourism marketing activities and for determining a tourism development model for enhancing tourism destinations to response the needs of tourists.
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