Community Identity Factors affect Cultural Tourism Decisions in Baanrimklong Homestay Community Enterprise

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Suchada Koomsalud
Namphung Kwaipun

Abstract

This research aimed to study the community identity that affects the cultural tourism decisions of Banrimkhlong homestay Community Enterprise. By using mixed method, Qualitative research collected data from 20 key informants by in-depth interviews and participatory observation. Data were analyzed using content analysis. Along with quantitative research that was collected from 400 Thai tourists using questionnaires. Analyze and process data by using descriptive statistics and multiple regression analysis. The results of the study revealed that the community identity consisted of lifestyle, food, community products and tourism activities. The respondents agreed that the identity of the Baanrimkhlong Homestay Community Enterprise was of a high level of importance. In terms of lifestyle has the highest level of importance followed by Tourism activities, food, and community products. The multiple regression analysis showed that the cultural tourism decisions of Banrimkhlong Homestay Community Enterprise were 80.7% influenced by lifestyle and tourism activities at a significant level of 0.05.

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