PERCEPTION OF TOURISM IMAGE IN UBON RATCHATHANI PROVINCE

Abstract

This research aims to study Thai tourist behaviors and perception towards tourism images of Ubon Ratchathani province. The researcher used the concept of tourism image as core concept for this research. Moreover, supporting concepts were used in this research as follow; the concept of expectation, the concept of perception and the concept of tourist behavior. This research was quantitative research. The population for research was the Thai tourists. The researcher used questionnaire as the research instruments. The data was analyzed used descriptive statistics and inferential statistics.

The results revealed that the Thai Tourists perceive the tourism image of Ubon Ratchathani Province through media different from the perception through travel experiences in 18 aspects, i.e., (1) the boundary adjacent to the Mekong River (2) the boundary adjacent to neighboring countries (3) hospitality of the people (4) relaxing place (Ubon Chic) (5) prehistoric art painting Pha Taem (6) the gorgeous natural scenery (7) local foods (8) beautiful religious architecture (9) various accommodation (10) safety (11) value for money (12) the famous natural attractions (13) UNSEEN THAILAND destinations (14) convenient transportation (15) various restaurant and foods (16) Candle Festival (17) the religious destinations and (18) the mobile network coverage, Thai tourists perceived the tourism image through travel experiences better than through media.