Characteristics and Behavior of ASEAN Tourists and Tourist Attractions in Southern Border Provinces of Thailand Responding ASEAN Tourists

Abstract

                This research aims to study the tourists’ characteristics, tourists’ behaviors, and tourist attractions in southern border provinces which respond to ASEAN tourists. The research methodologies were quantitative method and qualitative method. The quantitative method surveyed 150 ASEAN tourists in the southern border provinces by questionnaires and analyzed data with statistical package program, while the qualitative method was an in-depth interview with 15 key informants and then was conducted by content analysis.

                The result showed that the majority of tourists were female with 20-29 years, most of them were single from Malaysia and graduate with diploma - bachelor degree, they were company employees and earns 20,001-30,000 baht monthly. In their group, there was someone who knew about the area or could communicate with people in the area and led the group to visit attractions during the holidays. They came through the Sadao immigration checkpoint by bus or van. They got tourist information from their own experiences or friends in the group. They came with friends and stayed overnight at the hotel for 1-3 days per time and 1-5 times a year, their expense each time were about 10,000-20,000 Baht. Hat Yai city was their main target, and then they were going to other areas in the southern provinces. Most of tourists came to this area to rest, ate Thai halal food, visited relatives or joined merit festivals. About the overall responses to the attractions, they responded at medium level. When considering the responses to type of attraction including, historical attractions, entertainment places, shopping center, religious places and natural attractions, they were at medium level. The problems of tourism were transportation from hotels to tourist attractions, inconvenient and uncomfortable accommodations, not having gift / souvenir shops and the clear communication with people in the area.