แนวทางการเสริมสร้างการรับรู้ภาพลักษณ์การท่องเที่ยวเมืองรองของไทย: กรณีศึกษา จังหวัดสิงห์บุรี

Authors

รศ.ดร.กนกกานต์ แก้วนุช, น.ส.กวินธิดา ลอยมา

Published

วารสารศรีปทุมปริทัศน์ ฉบับมนุษยศาสตร์และสังคมศาสตร์

Abstract

The objectives of this research are 1) to study the perception of tourism image of Singburi province that has an influence on intention to return to Singburi province and 2) to propose guidelines for enhancing tourism image awareness for Thai tourists intend to return to travel in Singburi province. The researcher uses a mixed research methodology. The quantitative data were collected, using questionnaires as a research tool from 400 Thai tourists traveling to Singburi province. The data were analyzed by using descriptive statistics included frequency, percentage, mean and standard deviation and the inferential statistics, which were using multiple regression analysis. In addition, the qualitative data were collected by semi-structured interviews from 12 relevant parties and stakeholders, which were public sectors and private sectors, analyzed by Thematic Analysis. The results from perceived tourism image of security and tourist attraction potential is the aspect that Thai tourists deem most influential to their intention to return next to access to tourist attractions goods and services and society-culture and traditions. According to the quantitative and qualitative research results, the researcher suggests the way to enhance the image of tourism in order to allow Thai tourists to return to travel in Singburi province. Finding of this study could be analyzed and transformed to be guidelines and development strategies consist of 1) Guidelines for increasing the frequency of security checks 2) Guidelines for creating understanding about tourism for people in the area 3) Guidelines for connecting traveling by bus to cover traveling 4) Guidelines for increasing product diversity and controlling the entry of foreign workers in the service sector and 5) Guidelines for the development of creative tourism for learning.

(2563). แนวทางการเสริมสรhางการรับรู้ภาพลักษณ์การท่องเที่ยวเมืองรองของไทย: กรณีศึกษา จังหวัดสิงห์บุรี. วารสารศรีปทุมปริทัศน์ ฉบับมนุษยศาสตร์และสังคมศาสตร์, 20(2), 91-104.