DEMOGRAPHIC AND TRAVEL BEHAVIOR FACTORS INFLUENCING THE CULTURAL TOURISM DECISION-MAKING OF THAI TOURISTS IN UBON RATCHATHANI

Abstract

This study aimed: 1) Examine the cultural tourism behaviors of Thai tourists in Ubon Ratchathani Province; 2) Evaluate tourists’ opinions about factors that affect their decision-making in cultural tourism; and 3) Compare how demographic characteristics and travel behaviors influence cultural tourism decision-making among Thai tourists. The research used a quantitative approach. Data were collected via a questionnaire administered to 400 Thai tourists selected through convenience sampling. Data analysis involved descriptive and inferential statistics, with a 95 percent confidence level and a maximum margin of error of 5 percent. The findings showed that: 1) Most cultural tourists were female and aged between 26 and 43 years (Generation Y). They traveled to learn about local culture and lifestyles, typically with family members using private vehicles. They mainly got travel information from social media; 2) Tourists rated their opinions on factors influencing cultural tourism decision-making as high, especially regarding religious attractions, local traditions, and community lifestyles; and 3) Gender, marital status, occupation, income, travel purpose, travel management style, and travel spending significantly affected cultural tourism decision-making at the 0.05 level. The results highlight the unique cultural tourism identity of Ubon Ratchathani Province. It features religious heritage, traditional practices, and strong family-oriented travel habits. These findings can serve as helpful information for developing and managing cultural tourism destinations in the province, reflecting the travel patterns, preferences, and decision-making behaviors of Thai tourists in the context of cultural tourism in Ubon Ratchathani Province.