ECOTOURISM BEHAVIORS OF THAI TOURISTS VISITING KIRIWONG COMMUNITY, NAKHON SI THAMMARAT PROVINCE

Abstract

This study aims 1) to examine the ecotourism behavior of tourists visiting Kiriwong Community, Nakhon Si Thammarat Province, and 2) to investigate the relationship between personal factors and ecotourism behavior. A quantitative approach was employed using a questionnaire to collect data from 420 respondents selected through convenience sampling. Data were analyzed using descriptive statistics, including frequency, percentage, and standard deviation, as well as inferential statistics through the Chi-square test. The results indicated that most tourists were female, aged 20 to 30 years, students, holding a bachelor’s degree, earning less than 15,000 baht per month and being single. Regarding ecotourism behavior, most tourists had visited Kiriwong Community more than twice, primarily for relaxation and recreational activities. They mainly traveled by car or motorcycle. Physical motivation was influenced by the natural environment and pleasant atmosphere, while psychological motivation stemmed from enjoyment of various activities. Physical motivation was driven by the natural environment and pleasant atmosphere, while psychological motivation resulted from enjoyment of various activities. The main source of travel information was the internet. Popular activities included appreciating natural abundance, as well as participating in community-based tourism. Regarding community-based tourism behavior of tourists, they enjoyed learning about the processing of tie-dye fabrics and fruit products. They purchased processed fruit products, as souvenirs. The average length of stay was approximately two days, and most respondents expressed an intention to recommend Kiriwong Community to others. The Chi square test revealed that personal factors including gender, age, occupation, education level, income level and marital status were significantly related to ecotourism behavior at the 0.05 significance level. The research findings reflected ecotourism trends of new generation and could be used as basic information for the community in terms of sustainable community–based tourism development