Tourism problems and the importance of the study

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1 International Journal of Arts and Sciences 3(13): (2010) CD-ROM. ISSN: InternationalJournal.org Behaviors and Factors that Affect Thai Tourists Traveling to Historical Parks Sirijanya Kuawiriyapan, King Mongkut s Institute of Technology, Thailand Apisit Kaewcha, King Mongkut s Institute of Technology, Thailand Kulkanya Napomech, King Mongkut s Institute of Technology, Thailand Duangnapa Prodprakon, King Mongkut s Institute of Technology, Thailand Abstract: The tourism industry plays a significant role in generating economic income for a country. Currently, the government sector and the private sector are trying very hard to promote tourism in Thailand. Due to the global economic recession, though, the number of foreign tourists is decreasing. Encouraging Thai people to travel within the country can help to distribute income to domestic tourist sites and remind Thai tourists about the value of domestic tourism. This research studies the behaviors of Thai tourists and analyzed the factors that affect Thai tourists decisions to come to historical parks. Out of all parks visited by more than 100,000 people per year, five were chosen including (1) Sukhothai Historical Park, (2) Ayuthaya Historical Park, (3) Phimai Historical Park, (4) Phra Nakhon Kriri Historical Park, and (5) Phanom Rung Historical Park. There were 385 samples in total. The study found that single females between the ages of 20 and 30 whose residence was outside of the province where the historic park was located, who had graduated with a bachelor s degree, and whose average income per month was 10,001-20,000 baht, mostly chose to travel on Saturday or Sunday and often chose to travel with friends. Most of them were visiting an historic park for the first time with the aim of relaxing. Most had chosen a hotel as their residence and spent no more than 5,000 baht per person each trip. It was found from the study of factors that affect travel to historic parks that the sample thought that the most important factor in making their choice was the reputation of the historical park. In the factor regarding price, the sample put the most importance on the expense of travel. As for the place, they focus mostly on traveling by themselves using information from the media. As for promotion, they put importance on advertising through media like television, radio and press. As for the people, the most important factor was having a reputation for friendliness and service for tourists. As for service, the most important factor was that services be available concerning safety in travel and media be available for historical knowledge, such as press and guide services. Tourism problems and the importance of the study Thailand s reputation for efficiency in tourism is world-renowned. Compared to other countries in South East Asia, Thailand is noted for its unique culture, tradition, and natural and historical tourist attractions around the country. In addition, Thai people are friendly to tourists, and eager to give service. Also, traveling in Thailand is inexpensive. Every year, Thai tourism continues to expands, creates tremendous economic value, and is one of the top income-producing enterprises. In 2007, Thailand made 928,199 million baht from tourism; 594,047 million baht from foreign tourists and 334,152 from Thai tourists (Statistics and Research Department, Tourism Authority of Thailand. 2008). This tourism creates work for tourism- related businesses such as hotels, accommodations, restaurants, and guide services; thus, tourism is one

2 of the top businesses that drives the economy in the country, comparable to Thailand s export value.(department of Export Promotion. 2009) However, since the beginning of 2009, Thailand has suffered a depression caused by the Subprime Crisis that began in the United States of America and rapidly affected the whole world. Thailand has fewer foreign tourists, especially those from Europe and America, who are the tourists spend the most money per person. (Asian Development Bank Institute. 2009) So, the government has tried to solve this problem by urging Thai people to increase their domestic travel. This initiative became the national agenda, focusing on Thai tourists in order to promote spending and increase the domestic economy. Thailand has many famous attractions in every region of the country. The tourist attractions can be divided into four main groups; 1) natural attractions, 2) artistic, cultural, and traditional attractions, 3) historical and archeological attractions, and 4) man-made attractions. Even though the attractions that are the most popular with Thai tourists are the natural ones, which are the strength of Thai tourism, the government tries to promote historical attractions for Thai tourists. This emphasis is intended to result in more even distribution of tourism income, help promote artistic and cultural knowledge of the country, and create pride in the nation and its national treasure, and make the tourists become the ones who preserve the arts and historical sites of the country. This issue made me interested in studying the behaviors and factors that affect Thai tourists who travel to historical parks. This research will be useful for entities such as the Tourism Authority of Thailand (the agency that promotes tourism), the Fine Arts Department (the agency that is in charge of historical parks), local leaders, entrepreneurs in who are guides in historical parks, and hotel, restaurant, and accommodation businesses. They can use this data to improve plans for promoting historical parks to suit the needs of tourists, which can further result in economic benefits and sustainable development of communities in and near historical parks. Purpose of the study 1. To study behaviors of Thai tourists in historical parks. 2. To study factors that affect Thai tourists decisions to come to historical parks. Expected benefits The public sectors such as the Tourism Authority of Thailand and the Fine Arts Department, local leaders, entrepreneurs in tourism relating to historical attractions, and interested people can use the data obtained from the study to improve their marketing strategy in order to promote and improve historical parks for Thai tourists.

3 Scope of the study The study covers only the historical parks that are registered to Archeology Bureau, an agency of the Fine Arts Department and have visits by more than 100,000 Thai tourists visited in 2008, which are 1) Phra Nakorn Sri Ayutthaya Historical Park, Ayutthaya Province, 2) Phanom Rung Historical Park, Bureerum Province, 3) Phra Nakorn Keeree Historical Park, Petchburee Province, 4) Pimai Historical Park, Nakorn Ratchasrima Province, and 5) Sukhothai Historical Park, Sukhothai Province. (Statistics Office, Archeology Bureau, The Fine Arts Department, 2008). The study focuses only on people who are at least 20 years old since they are mature tourists who can make their own traveling decisions. Definition of vocabulary Historical Parks means historical sites that have buildings, architecture, accommodations, and temples that represent local civilization and is registered to the Fine Arts Department. Cultural World Heritages sites means historical sites that are selected by United Nations Educational Scientific and Cultural Organization (UNESCO) to be historical sites with values in history, culture and identity representing glorious and distinct human civilizations in human history. Research Method 1. Data and data collection method The researcher collected data relating to the research from two types of data; 1.1 Primary data is general data of the sample, traveling behavior, and factors that affect tourism in historical parks. 1.2 Secondary data is data collected from documents, textbooks, journals, articles, and sources related to this research. 2. Tool for collecting data The data collection tool was a questionnaire divided into four parts as follows. Part 1 General data of the sample Part 2 Behaviors of Thai tourists traveling to historical parks Part 3 Factors that affect the tourism of historical parks. 3. Population and Sample Population is a group of Thai tourists aged at least 20 years old that has visited historical parks. Since the group of tourists traveling to historical parks cannot be clearly defined, the method of Infinite Population is used as followed. N = Z²pq n e² = Size of sample

4 e = Ratio of probable sampling error Z = Z score with confidence level at 95 % that is α=0.05 or 1-α/2 The opening points of Z =0.975, which results in 1.96 P = Ratio of population who is interested in the research is set as 50% Q = Ratio of population who is not interested in the research = 1-p Therefore, a sample of Thai tourists traveling to historical parks is set as 385 people. 4. Sampling method 4.1 Sampling historical parks with Purposive Sampling Method. The historical parks selected have more than 100,000 Thai tourists visitors per year. There are five selected historical parks; 1) Phra Nakorn Sri Ayutthaya Historical Park, Ayutthaya Province, 2) Phanom Rung Historical Park, Bureerum Province, 3) Phra Nakorn Keeree Historical Park, Petchburee Province, 4) Pimai Historical Park, Nakorn Ratchasrima Province, and 5) Sukhothai Historical Park, Sukhothai Province. 4.2 Sampling Thai tourists with Convenience Sampling Method focusing only on Thai tourists aged at least 20 years old who visit historical parks and are willing to answer the questionnaire. The data is collected from 77 people per historical park; the total amount is 385 people. 5. Data analysis 5.1 General data analysis of the sample, which is personal information on demography, using frequency distribution, number and percent. 5.2 Analysis of Thai tourists behavior uses 6W 1H according to personal quality in tourist demography. 5.3 Analysis of marketing factors that affect tourism 7 Ps uses distribution of cumulative frequency, number, and percent. Result of the study 1. General information of sample The sample consists of 51.4% females and 48.6% males. 56 % of the sample is between years old, are healthy and want to gain new experience from traveling. The majority of the sample (73.5%) are single. 37.1% of the sample are company s employees. As for their education, 59.0% have a bachelor s degree. Their income per month is between 10,001-20,000 baht (32.5%), followed closely by less than 10,000 baht per month (31.7%); the majority of them have just begun to work or are still studying. Most of them (87.5%) have origins outside the historical parks, since the tourists who have their origins in the historical parks may feel so accustomed to the historical parks that they don t feel the need to travel to them. (Table 1)

5 Table 1 General information on sample (N=385) List Number (person) Percent Gender Female Male Age years old years old years old years old Status Single Married Divorced/ Separated Education Secondary school/ Vocational Certificate High school/ Higher vocational Certificate Bachelor Degree Higher than Bachelor Degree Career Company s employee Student/ College student State officer Entrepreneur Income per month (baht) Less than or equal 10, ,001-20, ,001-30, ,001-40, More than 50, Place of origin Outside provinces that the historical parks are in In the provinces that have historical parks Behavior of Thai tourists traveling to historical parks The sample traveled to historical parks on weekends (47.5%). The majority of them traveled on their own (77.9%). In 2009, 41.3% were visiting historical parks for the first time, and 37.6% came two or three times because they were influenced by factors like advertising promoting tourism or advice from people they know. The number of repeat visits demonstrates that the tourists were impressed with their first trip to a historical parks. 48.8% travel with friends and 44.0% say they come to relax. 28% of them learned about historical parks from people they know, mostly friends and relatives by word of mouth, which was found to be the most frequently cited data source, followed by newspaper/ magazine/travel guide at 20.1%. 32.7%

6 stay in hotels because of the convenience of reserving rooms and the quality of rooms. 34.5% choose to travel by themselves because they think traveling to historical parks is a safe, short, and inexpensive trip and traveling on their own enables them to easily decide for themselves. The sample traveled by car (46.6%) because historical parks are usually located far from bus stations, and buses that go to historical parks do not come continuously, which gives the tourists little control over the time cost, and they don t believe public transport is safe. The majority (76.9%) spends less than or equal 5,000 baht per trip because it is a short trip, which requires only a small amount of money for accommodation. In addition, Thai tourists ticket prices to the attraction are very low because of the policy encouraging Thai people to access historical learning. (Table 2) Table 2 Behavior of Thai tourists traveling to historical parks (N=385) Behavior Number Percent Choosing the day for traveling Weekend Holidays Special holidays Summer When having the opportunity Form of Travel * Traveled on their own Field trip Travel agency program Traveling frequency The first time of the year or 3 times or 5 times to 10 times to 10 times Partners in travel * Friends Family/relatives/husband or wife Organization or educational institutions Alone Purpose of travel * Relaxing Gaining historical knowledge Gaining experiences from traveling Working Photo shooting 8 1.3

7 Table 2 Continued (N=385) Behavior Number Percent Sources for information about travel * Friends/relatives Newspaper/ magazine/travel guide Internet Tourism Authority of Thailand Television/radio Archeology Bureau, The Fine Arts Department Travel agency Accommodation * Hotel Resort House of friend or relative One day trip Home stay Guesthouse Dormitory Temple Tent People who help decide about travel * Self-decision Friends Family members Colleagues Educational institutions Travel agency Lover Expense per trip (in baht) Less than or equal 5, ,001-10, ,001-20, ,001-30, More than 30, Symbol * means the participant can give more than one answer 3. Factors that affect historical parks travel The study of factors that affect travel to historical parks is analyzed from factors concerning product, price, place, promotion, people, process, and physical. The participants could select only one answer to each question. The result of the study is as follows. As for the product, the sample thinks the most important factor is the reputation of historical parks (36.1%), and the beauty of historical parks (28.3%). As for the factor regarding price, the

8 sample put the most importance on the traveling expense (62.0%), followed by historical parks entry fees and spending for food and souvenirs at 15.3% and 14.5%, respectively. As for the place, they focus the most on traveling by themselves with information from media (58.9%), followed by trips arranged by a travel agency (20.8%). As for promotion, they put importance on advertising through media like television, radio and press the most (50.1%), followed by events for promoting traveling such as the sound, color, and light show (22.3%). As for the people, the most important factor is reputation about friendliness and service for tourists (41.6%) followed by staff promoting tourism (Tourism Authority of Thailand) (24.9%). The most important factor in physical aspect is a clear route arranged in historical parks (32.7%), followed by arranging historical parks to be suited to community and history (26.5%). As for service process, the most important factor is services concerning safety in traveling and media for historical knowledge such as press and guide services (33.0%). (Table 3) Table 3 Factors that affect historical parks traveling Factors Number (person) (N=385) Percent Product Reputation of historical parks Beauty of historical parks Environment of historical parks World Heritage Gaining new experiences from traveling to historical sites Ages of historical sites Price Traveling expense to historical parks Entry fees to historical parks Food and souvenirs spending Expense for accommodations near historical parks Place Traveling by themselves with information from media Trip arranged by travel agency Trip arranged by public sector such as sound, color and light show Trip arranged by organization related to traveling

9 Table 3 Continued Factors Number (person) (N=385) Percent Promotion Advertising through media Events for promotion Booth and events by public sector Discounts in accommodation and food Promotion in cooperation with nearby attractions Promotion with travel services such as flights People Reputation for friendliness and welcoming tourists Staff promoting tourism (Tourism Authority of Thailand) Staff in charge of historical parks (the Fine Arts Department) Staff in travel agency giving advice about trip and guide Physical Clear route arranged in historical parks Historical parks arranged to be suited to community and history International standard of historical parks Information concerning history, such as signage telling history and background and museum displays Convenience of water, light, and parking Services Process Safety Media concerning historical knowledge Tidiness around historical parks Accommodations near historical parks Expertise in taking care of historical parks Clean food near historical parks Activities with community. Seeing local way of living 7 1.8

10 Recommendation 1. Tourism by resident in the same province as historical parks should be increased, since it is low. They should be urged to travel and value historical sites with incentives such as giving them free entry and encouraging local educational institutions bring students to field trips at historical parks in order to make the local people realize the value of their historical heritage, and understand that these parks represent the history of our civilization and are worldrenowned treasures, and that tourism can help drive our economy. 2. Activities to interpret and explain the historical significance of the parks to tourists should be arranged; for example, experts from the Fine Arts Department can give informative lectures so that tourists will have a greater depth of appreciation for the history of Thailand, not just come and take pictures. A good example of the success of this strategy is the way that Bureau of the Royal Household offers free lectures on history of Wat Phra Sri Rattana Satsadaram ( Wat Phra Kaew) and the Grand Palace in Thai and English twice a day for interested people, and Wimanmek Palace arranges Thai dancing for tourists in four regions every day. 3. Hotels around historical parks should have a promotion for Thai tourists. Home stay, which is supported by public sectors through SME, still focuses on accommodations for foreigners. This should be changed to focus more on Thai tourists and set a price that suits Thai people, since the global recession has reduced the number of foreign tourists. 4. Local leaders should support souvenirs designed and handcrafted in the community in order to increase local people s income, select high-quality products to sell, create brand recognition, and promote learning to improve local souvenirs to create a quality reputation for handcrafts. In addition, related organizations from public sectors such as Department of Skill Development should support tourism by training local artisans to produce handcrafts suited to tourists and distributing products to sell outside the community and further export in the future. 5. The Fine Arts Department, which is in charge of historical parks, should take care of historical parks to be maintain an appropriate environment according to the principle of arranging historical sites and improve its staff s ability to give advice to tourists. In addition, it should arrange clear routes for traveling and arrange the location of souvenir shops so as not to block the view or mar the landscape of the historical parks. References Archeology Bureau, The Fine Arts Department Register of historical sites. from Asian Development Bank Institute Impacts of the Subprime Crisis on the Thai Economy. from Cheigeewong, Udom Thai Heritage, the World Heritage. Bangkok: C and N Book Publishing.

11 Department of Export Promotion Data of International Trading. from. H.R.H. Supattaradit Ditsakul Arts in Thailand. Bangkok: Amarin Printing. Office of National Musems Antiques that are national treasure. Bangkok: National Museum, the Fine Arts Department. Public Relations Section, Secretariat Office, the Fine Arts Department Historical parks. Bangkok : Secretariat Office, the Fine Arts Department. Statistics and Research Department, Tourism Authority of Thailand Annual Statistics Report Bangkok: Tourism Authority of Thailand. Statistic Office, Archeology Bureau, the Fine Arts Department Report concerning people who visit historical parks Bangkok: Archeology Bureau, the Fine Arts Department. Tourism Authority of Thailand Festivals and Traditions. From.