Factors Influencing Repeat Visits to the Thai Song Dam Learning Center Phai Rop Subdistrict, Pho Prathap Chang District, Phichit Province
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Abstract
This research aims to study two main issues: 1) demographic factors of tourists at the Thai Song Dam Learning Center and 2) to examine factors influencing repeat visits to the Thai Song Dam Learning Center. This is a quantitative research study using a sample of 400 Thai tourists selected using a purposive sampling method. The research instrument was a questionnaire with an average Index of Content Validity (IOC) of 0.94 and a reliability alpha of 0.96. Data was analyzed using descriptive statistics, t-test, One-way ANOVA, and multiple regression analysis. The research findings revealed that 1) demographic factors, including gender, age, and education level, 1) There was no statistically significant difference (p > .05) in the variance of intention to return for repeat visits, reflecting the universal value of cultural heritage. 2) The five management factors collectively predicted 58.4% (R2 = .584) of the variance, with statistical significance at the .05 level (F = 110.450, p < .001). Personnel had the strongest positive predictive influence (β = 0.385), followed by management. Budget was the only factor that did not significantly affect the intention to return for repeat visits. In conclusion, the potential of personnel as cultural interpreters and strong community management are the main factors that create a positive impression leading to repeat tourism, more so than budgetary support.
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