CULTURAL TOURISM BEHAVIORS AND MOTIVATIONS OF TOURISTS VISITING WAT CHEDI (AI KHAI), SICHON DISTRICT, NAKHON SI THAMMARAT

Abstract

This study aimed to examine the cultural tourism behaviors of tourists visiting Wat Chedi (Ai Khai) in Sichon District, Nakhon Si Thammarat, analyze the motivations influencing their visits, and investigate the relationship between demographic characteristics, tourist motivation and cultural tourism behaviors. The study was conducted with 400 respondents selected through accidental sampling. A structured questionnaire was used as the research instrument, and data were analyzed using descriptive statistics (frequency, percentage) and inferential statistics (Chi-square test).  The findings revealed that the majority of tourists visited the temple more than twice. Most received information from close contacts such as family and friends and traveled during weekends or holidays. The primary travel companions were spouses, family, or relatives, and the majority traveled by private car.  The main purposes of the visit were to make merit, pray for luck with Ai Khai, or purchase sacred objects. Most tourists made a wish in terms of luck, make an offering with firecrackers, and had cost of making a vow less than 500 baht.  For types of sacred object, they purchased Ai Khai sacred object coins with 500 to 999 baht spending.  Additionally, most tourists recommended this destination to others. Regarding tourist motivation, cultural motivation was the most significant factor, followed by physical motivation, status and prestige motivation, and interpersonal motivation.  Finally, hypothesis testing confirmed a statistically significant correlation (p < 0.05) between demographic characteristics, tourist motivations, and cultural tourist behaviors.