A Study of Thai tourist behavior effecting the decision-making in Hub Mae Win Community Enterprise Group, Mae Wang District, Chiang Mai Province

Abstract

          The objective of this research were 1) to study the behavior that affect to Hub Mae Win Community Enterprise 2) to study the decision making that to Hub Mae Win Community Enterprise, Mae Wang district, Chiang Mai province. This research was a quantitative research. The questionnaire were used as a study tool. The statistic used to analyze the data in this research included: (a) frequency, (b) percentage, and (c) Standard deviation.
          This result of the study found that; 1) Tourist behavior in Hub Mae Win Community Enterprise found that Thai tourist travelled in Hub Mae Win Community Enterprise at the first time. Most of them known the information from hearsay and the main objective of travelling was study trip. Most of them used the rental vehicle with school. Most of them spent for food / beverage and travlling in July – September. 2) Tourist had the highest level of opinion towards the decision making in Hub Mae Win Village at high level, namely resource and community. There was a form of community accommodation that the tourist decided to use the services of the Hub Mae Win Community Enterprise. Most of them were homestay and had reason for choosing proximity to natural resource. The duration of stay was mostly 1 - 3 days. Most of them had a frequency of using community accommodation services once. The highlight of community accommodation was the location amidst nature. There were channel for reserving community accommodation. The Tourist made a reservation directly with the Hub Mae Win Community Enterprise Group.