การรับรู้ของนักท่องเที่ยวเกี่ยวกับภาพลักษณ์ตราสินค้าทางการท่องเที่ยวอย่างยั่งยืนกรณีศึกษา ชุมชนท่องเที่ยวแม่กำปอง
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ภาพลักษณ์ตราสินค้า คุณลักษณะของแหล่งท่องเที่ยว อัตลักษณ์ทางการท่องเที่ยว การท่องเที่ยวแบบเนิบช้า จิตวิทยาอารมณ์ การท่องเที่ยวอย่างยั่งยืน
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การวิจัยครั้งนี้เป็นการศึกษาการรับรู้ของนักท่องเที่ยวเกี่ยวกับภาพลักษณ์ตราสินค้าทางการท่องเที่ยวอย่างยั่งยืนกรณีศึกษา ชุมชนท่องเที่ยวแม่กำปอง มีวัตถุประสงค์ 1. เพื่อศึกษาความสัมพันธ์ระหว่างภาพลักษณ์ตราสินค้าด้านคุณลักษณะของแหล่งท่องเที่ยวกับภาพลักษณ์ตราสินค้าด้านอัตลักษณ์การท่องเที่ยวแบบเนิบช้าที่ได้รับจากแหล่งท่องเที่ยว 2. เพื่อศึกษาความสัมพันธ์ระหว่างภาพลักษณ์ตราสินค้าด้านอัตลักษณ์การท่องเที่ยวแบบเนิบช้ากับภาพลักษณ์ตราสินค้าด้านจิตวิทยาอารมณ์ของแหล่งท่องเที่ยวและ 3. เพื่อศึกษาความสัมพันธ์ระหว่างภาพลักษณ์ตราสินค้าด้านจิตวิทยาอารมณ์ของแหล่งท่องเที่ยวกับภาพลักษณ์ด้านความยั่งยืนของแหล่งท่องเที่ยว
การศึกษาครั้งนี้ใช้การวิจัยเชิงปริมาณโดยการสุ่มกลุ่มตัวอย่างจากผู้มาพักโฮมสเตย์และมาใช้บริการในร้านอาหารที่ชุมชนแม่กำปอง กลุ่มตัวอย่างทั้งหมด 392 คน โดยใช้วิธีการสุ่มแบบสะดวก การวิเคราะห์ข้อมูลแบบองค์ประกอบเชิงสำรวจ และการวิเคราะห์ถดถอย
ผลการวิเคราะห์เชิงปริมาณพบว่าคุณลักษณะของแหล่งท่องเที่ยวของแหล่งท่องเที่ยวมีอิทธิพลต่อ อัตลักษณ์ด้านการท่องเที่ยวแบบเนิบช้า การท่องเที่ยวแบบเนิบช้ามีอิทธิพลต่อจิตวิทยาอารมณ์ที่เกิดในแหล่งท่องเที่ยวและ จิตวิทยาอารมณ์มีอิทธิพลต่อความยั่งยืนของแหล่งท่องเที่ยว กรอบแนวคิดนี้ถูกพัฒนาเพื่อให้ผู้นำชุมชนหรือคณะกรรมการด้านการท่องเที่ยวของชุมชนใช้เป็นแนวทางในการสร้างกลยุทธ์ด้านการตลาดในการส่งเสริมการตลาดด้านการท่องเที่ยวแบบเนิบช้าและการท่องเที่ยวอย่างยั่งยืน
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References
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แบบมีส่วนร่วมของชุมชนรอบพื้นที่ เหมืองแม่เมาะอ าเภอแม่เมาะ จังหวัดล าปาง. วารสารวิชาการ
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ฐิติ ฐิติจ าเริญพร, วิพิมพ์ เสนาวงศ์, วัลลภา ทรงพระคุณ, สัญญา รักชาติ, ธันวา เบญจวรรณ, สุรพล กิ้งแก้ว,…
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