Factors Influencing Tourist Decision to visit the Burmese Temples in Lampang Province

Abstract

The main aim of this research was to investigate the tourist decision to travel to Burmese temples in Lampang province. The scope of this study was based on Thai and foreign tourists who traveled in Burmese temples in Lampang. The study was considered to be both qualitative and quantitative research. The qualitative interview method was conducted by the Director of Lampang Provincial Office of Tourism and Sports. The quantitative research was initiated by structured questionnaire to collect data from 400 respondents. Both descriptive and inferential statistics were used to analyze the results of this research.

        The findings from the descriptive analysis showed that the majority of the respondents were female and married. They are aged between 45- 54, holding a master’s degree, working for government organizations, and having an average monthly income of 20,001 – 30,000 Baht. For the situational factors, several task definition factors were taken into account in the study and the destination being suitable for family vacations was the most significant task definition factor influencing tourists’ decision to travel to Burmese temples. Considering the marketing mix factors, product factor had the highest degree of influencing on their trips to Burmese temples. Ultimately, the Ministry of Tourism and Sports’ strategy to improve marketing and public relations on the role of local administration, national and international levels had the most influence in tourists’ decision to visit Burmese temples. Moreover, selling point of Burmese temples in Lampang province are cultural heritage sites. With promotional campaign and introduction of existing domestic attractions, more tourists may possibly travel to Burmese temples in the future.

Keywords: Tourist decision, Lampang, Cultural tourism destination