The Management for Developing Sports Adventure Tourism in Nakhon Nayok Province Based on Tourists’ Demands

Abstract

he objectives of this research are 1) to study the demands of tourists that influence their decision making regarding adventure tourism in Nakhon Nayok Province and 2) to study the demands of tourists for developing aspects of adventure tourism in Nakhon Nayok Province. The research was a quantitative survey and a questionnaire was used to collect data. The samples were 400 Thai tourists who travelled to Nakhon Nayok Province for adventurous activities.The data were analyzed using descriptive statistics: frequency, percentage, mean and standard deviation. The hypothesis was tested using inferential statistics, namely t-test and one-way ANOVA or F-test. In case of statistical significance (p 0.05), a pairwise comparison test was run using Scheffe’s method. The largest demographic groups among the samples were female, aged below 21, having bachelor degree education, students, with income of 15,000 baht or less. The average score of level of influence tourists’ demands had on their decision making regarding adventure tourism in Nakhon Nayok Province was 4.327. When ranking by aspects, the highest demand for improvement was on personnel aspect, followed by accommodation, restaurant, adventure tourism activity, and material/equipment aspects respectively. This research provides 1) result from studying demographic characteristics and behavior of adventure tourists in Nakhon Nayok Province which can be used to set direction for tourism development and 2) research findings that can be used to improve tourist destinations so that in the future, sports adventure tourism in Nakhon Nayok Province can satisfy the demands of sports adventure tourists.