Factors Influencing Travel Intention to Visit Gastronomy Tourism Destination in Nakhon Phanom Province.

Abstract

            This study aims (1) to examine the travel behavior of Thai tourists who visit gastronomy tourism destinations in Nakhon Phanom Province, and (2) to analyze the impact of various factors on their travel intention to such destinations. The research employed a quantitative research approach. The sample consisted of 400 Thai tourists visiting Nakhon Phanom, using a convenience sampling method. A questionnaire was employed as the primary data collection instrument. The data were analyzed using descriptive statistics including frequency, percentage, mean, and standard deviation, along with multiple regression analysis.
          The findings revealed that Thai tourists visiting Nakhon Phanom Province primarily aimed for relaxation. Most of them traveled by private car, accompanied by family members, with 2-3 people per trip. Their travel frequency was 1–2 times per year, with an average travel expense of 2,001-5,000 baht per person per trip. Most tourists learned about the destinations through internet media such as Facebook and websites.  The push factors related to relaxation and cultural learning had a statistically significant positive influence on tourists’ intention to travel to food tourism destinations in Nakhon Phanom Province. In contrast, the factor related to seeking new experiences did not have a significant impact on travel intention. Regarding the pull factors, activities, accommodations, and tourist attractions were found to have a statistically significant positive effect on travel intention. Conversely, accessibility and amenities did not show any significant impact on tourists’ travel intention. Nevertheless, it is recommended that efforts be made to promote and improve accessibility and amenities in parallel, in order to meet the diverse expectations of tourists and to further develop gastronomic tourism in Nakhon Phanom Province in the future.