DELIGHTED TO VISIT FLOWER GARDENS: ANALYZING MOTIVATIONS AND ACTIVITIES OF SPECIAL INTEREST TOURISTS, CASE STUDIES IN CHIANG MAI AND PETCHABOON PROVINCE

รื่นรมย์ชมสวนดอกไม้: การวิเคราะห์แรงจูงใจและกิจกรรม การท่องเที่ยวของนักท่องเที่ยวตามความสนใจพิเศษ กรณีศึกษาจังหวัดเชียงใหม่และเพชรบูรณ์

Authors

  • Kwankhao Poonperm Tourism Management, Faculty of Liberal Arts, Kasem Bundit University
  • Kittipih Kittipornpaiboon School of Business and Communication Arts, University of Phayao
  • Siripen Dabphet Department of Tourism, Faculty of Business Administration, Economics and Communications, Naresuan University

Keywords:

Special interest, Garden motivations, Garden activities, Garden visiting

Abstract

Flower garden visiting has become a popular form of special interest tourism in Thailand as it can attract people to the destination and contribute to the overall experience of the trip. However, little is known about the interesting activities and motivations of tourists, especially in different age groups. This research then explores motivations and tourism activities in flower gardens of Thai tourists and to analyze tourism activities of Thai tourists in different ages. Questionnaire was distributed to 384 Thai tourists in Chiang Mai and Petchaboon Province through convenience-sampling approach. Statistic analysis was utilized to describe socio-demographic and tourists’ motives. Factor analysis was used to categorize garden activities and one-way ANOVA was applied on activity differences in each tourist group. The results found that the main motivations for garden visiting are to relax, to enjoy flowers/ plants, and for a day out. The garden activities can be divided into 3 main activities: learning and entertaining, relaxation and social connection, and shooting and sharing. Compared with tourists to garden activities, young adult tourists (ages 20-39) placed greater importance on learning and entertainment activity and shooting and sharing. Middle-aged tourists (ages 40-49) focused on shooting and sharing, while older tourists (ages 50 and over) rated relaxion and social connection as relatively more important. The findings bring to light implications for destination providers that may assist management and operating of garden attractions and activities that enhance visitor experience.

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Published

30-06-2023

How to Cite

Poonperm, K. ., Kittipornpaiboon, K. ., & Dabphet, S. . (2023). DELIGHTED TO VISIT FLOWER GARDENS: ANALYZING MOTIVATIONS AND ACTIVITIES OF SPECIAL INTEREST TOURISTS, CASE STUDIES IN CHIANG MAI AND PETCHABOON PROVINCE: รื่นรมย์ชมสวนดอกไม้: การวิเคราะห์แรงจูงใจและกิจกรรม การท่องเที่ยวของนักท่องเที่ยวตามความสนใจพิเศษ กรณีศึกษาจังหวัดเชียงใหม่และเพชรบูรณ์. วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal, 14(1), 40–56. Retrieved from https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15522

Issue

Vol. 14 No. 1 (2566): ปีที่ 14 ฉบับที่ 1 มกราคม - มิถุนายน 2566

Section

บทความวิจัย

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วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ