Attracting Generation Z Tourists with Tourism Element to Participate in Heet-Sib-Song Tradition in Khon Kaen Province

Abstract

          The objectives of this research are as follows: 1) to study tourism behavior of Generation Z Tourists in Khon Kaen Province; 2) to study the current situation of Heet-Sib-Song Tradition in Kra Nuan District, Nam Phong District, and Weang Khao District in Khon Kaen Province; 3) to analyze the expectations of Generation Z Tourists on tourism elements in joining the Heet-Sib-Song Tradition in Muang District, Khon Kaen Province; and 4) to propose guidelines for attracting Generation Z Tourists to participate in Heet-Sib-Song Tradition in Khon Kaen Province. The samples of this study consist of village leaders and villagers of three villages which are in Kra Nuan District, Nam Phong District, and Phu Weang District. The sample of quantitative research is Generation Z Tourists in Muang District, Khon Kaen Province. The tool used in this study is in-depth-interviews (IDI). Descriptive statistical methods are used in data analysis: frequency, percentage, mean, and standard deviation.

          The results of the study reveal that 1) behavior of Generation Z Tourists in Khon Kaen Province: it is motivated by cultural learning and tourism planning using online and social media; 2) the current situation of the Heet-Sib-Song Traditions: each community has community leaders and local politicians who have the influence to carry on and promote the organizing of the Heet-Sib-Song Traditional Festival; 3) the level of tourist expectations of Generation Z is averaged at a high level, the aspect of activities is chosen first; and 4) guidelines for influencing Generation Z Tourists to join the Heet-Sib-Song in Khon Kaen Province: it is to explore unique community resources and develop them into tourism products, to build a network with academic alliances to instill youth, to be aware of the value of traditions and culture, and to create awareness and access to information by promoting tourism marketing activities and build basic infrastructure to be convenient and easy to access to tourist attractions. There are good accommodations that are safe 24 hours, hygienic, stable and fast internet signal, and near the place where tradition is organized for the convenience of tourists, Gen Z.