MANAGEMENT OF INTEGRATED CULTURAL TOURISM IN PITSANULOK, PICHIT AND PHETCHABUN PROVINCE

Abstract

This research aimed at 1) studying tourists’ personal factors and opinion towards integrated cultural tourism management and 2) comparing tourists’ opinion towards integrated cultural tourism management in Phitsanulok, Phichit and Phetchabun provinces classified by their personal factors. The population and samples used in the study were of 250 tourists visiting Phitsanulok, Phichit and Phetchabun provinces. The questionnaire survey was used to collect the data. The data analysis used frequency, percentage, mean, standard deviation, Independent Sample T-test, and One-way ANOVA.

The research found that most respondents were female (57.20%), aged between 31-40 years (54.80%), graduated higher than Bachelor's degree (53.60%), were citizens from Phitsanulok, Phichit and Phetchabun provinces (606.80%). The tourists had opinions towards the integrated cultural tourism management in terms of creative economy, participation and social responsibility and environment in high level. The hypothesis testing found that the tourists’ different personal factors in terms of educational level had different opinions towards the integrated cultural tourism management in Phitsanulok, Phichit, Phetchabun provinces. Meanwhile, the tourists’ different personal factors in terms of gender, citizenship status and age did not have different opinions towards the integrated cultural tourism management in Phitsanulok, Phichit and Phetchabun province at the significant level as of 0.05.