A STUDY OF FACTORS AFFECTING ENVIRONMENTALLY RESPONSIBLE BEHAVIOR OF THAI TOURISTS: MODERATING EFFECT OF DEMOGRAPHIC VARIABLES
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Abstract
This research is the study of the relationship between factors affecting tourists' behavior that affect the environmental responsibility behavior of Thai tourists. Questionnaires were used to collect data from 559 sets of samples and the results were analyzed with descriptive statistics. Analyze relationships with Pearson's correlation and statistical multiple regression analysis in hypothesis testing. The results showed that most of the samples were female, 66.55% aged 31-40, 37.39% single status 60.47%, bachelor degree level or equivalent to 53.67%, 34.70% of them are private companies and have an average monthly income 20,001–40,000 baht or 44.54% and from the analysis of the relationship, it was found that the environment attitudes (ATE), motivation (MTT), recreation experiences (RRE), perceived value (VLR), social engagement (SCC) have a significant positive relationship with environmental-related behavior (BHE) (ATEBHE, r = 0.441 (low), p <0.01, MTTBHE, r = 0.426 (low), p <0.01, RREBHE,
r = 0.562 (medium), p <0.01, VLRBHE, r = 0.441 ( Low), p <0.01, SCCBHE, r = 0.565 (medium),
p <0.01) and in the hypothesis testing, it was found that attitude towards the environment can predict the responsible behavior of tourists with the single status variable (= -2.022, p <0.01) and marriage
(= -1.512, p <0.05) as control variable and R-squared (R2) equal to 0.229. It can predict the responsible behavior of tourists with variables of higher education (= -0.259, p <0.05) as control variables and
R-squared (R2) equal to 0.352 and the perceived value can predict the responsible behavior of tourists with the single status variable (= 0.375, p <0.05) as control variable and there is a common variation (R2) equal to 0.226
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