An Analysis of Behavior towards Mekong River Cruise Tourism of Thai Tourists in Nakhon Phanom Province
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Abstract
This study aimed to study behavior towards Mekong River Cruise Tourism in Nakhon
Phanom Province and to compare opinion towards components of tourism affecting the
decisions on choosing services of Mekong River Cruise Tourism in Nakhon Phanom
Province classified by gender, age education level, occupation, and monthly income. The 400
questionnaires of Mekong River Cruise tourists were used. Descriptive and inferential
statistics were used as well as t-test and one-way analysis of variance (ANOVA), to test for
differences were employed. When the results indicated a statistically significant difference,
Fisher's Least Significant Difference (LSD) test was used for pairwise comparisons. Finding
most of respondents were female, aged 21-30, holding bachelor's degrees or equivalent. They
were employed in government/state enterprises officers with a monthly income of 10,001 -
20,000 baht, and their primary purpose for travel was relaxation. Most had never experienced
of river cruise before and typically traveled within Nakhon Phanom Province, staying for 1
night. They usually did not cross the border to stay overnight in Laos. The study found that
the tourism components affecting the decision to travel on the Mekong River at the highest
level were hotels, accommodations, and places to stay. The comparison of tourists' opinions
on the tourism components affecting the decisions on choosing services of Mekong River
Cruise Tourism revealed that tourists of different genders, ages, and education levels had
similar decisions in all aspects. In contrast, tourists with different occupations and monthly
incomes had significantly different opinions on the tourism components affecting the
decisions on choosing services of Mekong River Cruise Tourism at the 0.05 statistical
significance level.
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