ทัศนคติของนักท่องเที่ยวไทยเจนเนอเรชั่น Z ที่มีต่อการท่องเที่ยวเชิงวัฒนธรรม อย่างยั่งยืน ในพื้นที่เทศบาลเมืองเพชรบุรี จังหวัดเพชรบุรี Attitudes of Thai Generation Z Tourists toward Sustainable Cultural Tourism Phetchaburi Municipality, Phetchaburi Province

Abstract

The objective of this research is to study the attitudes of Thai Generation Z tourists towards sustainable cultural tourism in the municipal area of Phetchaburi, Phetchaburi province. The sample group used in this study consists of 400 Gen Z tourists who have previously traveled to the municipal area of Phetchaburi. Data was collected through questionnaires and analyzed using pre-designed software, employing statistics such as percentages, means, standard deviations, and hypothesis testing through T-tests and One-Way ANOVA.

The study found that the attitude of Thai tourists towards sustainable cultural tourism in the municipal area of Phetchaburi, Phetchaburi Province, was the highest overall among Generation Z tourists. When considering opinions regarding the sustainable tourism concept in terms of cultural tourism in the municipal area of Phetchaburi, Phetchaburi Province, it was found to be the highest overall in terms of the environment, economy, and society/culture. The results of the hypothetical testing also revealed that the attitude of Thai tourists towards sustainable cultural tourism in the municipal area of Phetchaburi, Phetchaburi Province, was the highest overall. When considering opinions regarding the sustainable tourism concept in terms of cultural tourism in the municipal area of Phetchaburi, Phetchaburi Province, it was found to be the highest overall in terms of the environment, economy, and society/culture.

And the sample groups with different ages, occupations, socio-economic statuses, educational levels, and incomes have varying attitudes towards sustainable cultural tourism in the municipal area of Phetchaburi City, Phetchaburi Province, with a statistically insignificant difference at the 0.05 level. However, the sample groups with different genders have no significant difference in their attitudes towards sustainable cultural tourism in the municipal area of Phetchaburi City, Phetchaburi Province.