Prospect Perception, Attitudes, and Participation Affecting the Decision to Visit the New Zoo in Pathum Thani
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Abstract
This research aimed to: (1) investigate prospective customers' perceptions, attitudes, and participation regarding the opening of the new zoo, and (2) analyze how these factors influence the decision to visit the zoo. The study employed quantitative research design, with a sample of 400 participants. A stratified and systematic sampling method was used to collect data, which were then analyzed using descriptive statistics and binary logistic regression to test the hypotheses. The findings reveal the following insights: (1) The majority of prospective customers are female, aged between 41 and 50, employed in civil service or state enterprises, hold bachelor's degrees, and have an average monthly income ranging from 10,001 to 30,000 Baht. Among the sample, 74.19% have a positive perception of the new zoo project. The respondents exhibit a balanced attitude, with strong support for the zoo's potential as a resource for wildlife conservation education. Furthermore, 87.98% of the respondents expressed an intention to visit the zoo upon its opening. (2) Public relations efforts significantly influence the decision to visit the zoo. Additionally, attitudes toward the zoo's educational value and behavioral intentions significantly impact the decision-making process. Participation, including expressing opinions and receiving benefits, also plays a key role in influencing the decision to visit, with statistical significance. These findings offer valuable insights for strategic planning and management models aimed at enhancing decision-making processes for prospective zoo visitors.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
ลิขสิทธิ์ของบทความ
ผลงานที่ได้รับการตีพิมพ์ถือเป็นลิขสิทธิ์ของมหาวิทยาลัยหอการค้าไทย ห้ามมิให้นำเนื้อหา ทัศนะ หรือข้อคิดเห็นใด ๆ ของผลงานไปทำซ้ำ ดัดแปลง หรือเผยแพร่ ไม่ว่าทั้งหมดหรือบางส่วนโดยไม่ได้รับอนุญาตเป็นลายลักษณ์อักษรจากมหาวิทยาลัยหอการค้าไทยก่อน
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