The Study of Tourist Behavior and the Development of Local Community Travel Routes from Talaybuadang to Khamchanod in Udonthani
- Asekha Khantavchai , Faculty of Science and Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand, *Corresponding author, Email: asekha.kh@ssru.ac.th
- Pailin Chayapham, Faculty of Science and Technology, Suan Sunandha Rajabhat University, Bangkok, Thailand
- Siriwong Earsakul, Faculty of Business Administration, Khon Kaen University, Nong Khai Campus, Nong Khai, Thailand
Abstract
The research article entitled “The Study of Tourist Behavior and the Development of Local Community Travel Routes from Talaybuadang to Khamchanod in Udonthani” was intended to develop new travel routes in Udonthani so as to improve tourism in Udonthani and neighboring provinces and to develop a new travel platform using websites and applications as a medium connecting communities with tourists with ease. The present study employed social network analysis. Tourist attractions and activities in Udonthani were determined as nodes in the network. In addition, it investigated travel behavior among 400 tourists to serve as edges between each node so as to establish a travel network connecting tourist spots in the province in which Khamchanod and Talaybuadang were primary tourist attractions. Social network analysis was then conducted; as a result, there were 5 main tourist attractions, 17 secondary tourist attractions and 8 community and local business tourist spots. Despite that, the results indicated that the eigenvector centrality score was most consistent with the sample group's satisfaction level. Subsequently, the research team developed travel routes each with primary tourist attractions, accompanied by secondary tourist attractions and community and local business tourist spots. More importantly, all travel routes must have close eigenvector centrality values. Consequently, there were 16 suitable travel routes. Once 16 travel routes were established, the satisfaction among 400 tourists was investigated. It was discovered that the tourists' satisfaction towards all 16 travel routes was at the highest level with a mean score of 4.55 and a standard deviation of 0.53. Afterwards, the researchers presented all 16 travel routes via the Android application named “Tiew Muang Rong Udonthani” (Secondary City Tourism in Udonthani) on Google Play Store. The satisfaction of 400 tourists was at a high level with a mean score of 4.48 and a standard deviation of 0.63.
Keywords: Social Network Analysis, Travel Routes, Udonthani
DOI: 10.14456/rjsh.2022.1
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