Factors Affecting Thai Tourists’ Motivations and Behaviors of The Agro Tourism: Case Study of Mae Jam Village, Mueang Pan District, Lampang Province

Abstract

The objectives of this study were to study socio-economic attributes of Thai tourists, to study Thai tourists’ motivations and behaviors of the agro-tourism and to study correlations among socio-economic attributes of Thai tourists and motivations and agriculture tourism behaviors of Thai tourists. The sample size was 366 Thai tourists visiting Mae Jam agro-tourism attractions, Mueang Pan district, Lampang province. Collecting data were questionnaire. Statistical techniques used were frequency, percentage, mean, standard deviation, chi-square and multiple regression.

The findings indicate that the majority of Thai tourists were male, 38 years old on average, education background was Bachelor’s degree, married, residence was Thailand’s northern region, occupation was employee, average monthly income was 28,599 Baht. They receive information from online media, average number of agro-tourism experience was 1 time, overall motivation in agro-tourism was at high level. Moreover, tourism behavior was traveling with family, travel by personal car, average number of travel member was 7 persons, travel during public holidays, average travel time per trip was 1 day, stay overnight in hotel, average number of visited the agro-tourism attractions was 1 time, travel expenditures per trip approximately 1,103 Baht on average, purchase processed agricultural goods, favorite tourism activities were: leisure, photography/sightseeing and purchase souvenirs. Besides, the results of study on correlations among socio-economic attributes of Thai tourists and Thai tourists’ motivations and behaviors of the agro-tourism showed that age, residence and monthly income had correlation with statistical significance (Sig.<0.01).