A Study of Attitudes of Thai Tourists towards Homestay Tourist Sites in Mae Kampong Village, Mae On Minor District, Chiang Mai Province

Abstract

The objectives of this research were to study the attitudes of Thai tourists towards homestay tourist sites in Mae Kampong Village, Mae On Minor District, Chiang Mai Province, to analyze marketing strategies for Thai tourists towards homestay tourist sites in Mae Kampong Village, Mae On Minor District, Chiang Mai Province, and to study motivation affecting Thai tourists’ decision traveling to Mae Kampong Village, Mae On Minor District, Chiang Mai Province. This study was a quantitative research. Data were collected through a survey research. 400 copies of questionnaires were distributed to the respondents. Data were analyzed using descriptive statistics such as percentage and mean. The results of this research could be summarized as follows: 1 ) The respondents with different demographic characteristics had different attitudes towards homestay tourist sites in Mae Kampong Village, Mae On Minor District, Chiang Mai Province, 2 ) Tourism motivation had a significant influence on homestay tourism in Mae Kampong Village, Mae On Minor District, Chiang Mai Province. Motivation is a factor influencing tourists’ intention to visit the tourist site. Push and pull factors are considered motivators influencing tourists’ travel intention. However, these factors may cause either positive or negative attitude depending on the tourists' information exposure.