Tourist Attraction Components Influencing Travel Decision Making among Thai Tourists Visit Sky Walk Kanchanaburi, Mueang District, Kanchanaburi Province

Abstract

This study aims to (1) examine the demographic characteristics of Thai tourists, (2) analyze their perceptions of tourist attraction components and decision-making processes, (3) compare these perceptions and decision-making behaviors across different demographic groups, and (4) identify the components of tourist attractions that significantly influence the decision-making of Thai tourists visiting the Skywalk in Mueang Kanchan District, Kanchanaburi Province. This research is justified by the growing importance of domestic tourism in Thailand and the need for empirical data to guide the development and promotion of emerging attractions such as the Skywalk in Kanchanaburi. The research sample comprised 417 Thai tourists selected through accidental sampling, with the sample size determined using a formula for an unknown population. Data were collected using a structured questionnaire, and analyzed using descriptive statistics (percentage, mean, and standard deviation), inferential statistics (t-test and one-way ANOVA), LSD for post hoc comparisons, and multiple regression analysis to assess influencing factors.

The results revealed that the majority of respondents were female, aged 31–40 years, held a bachelor's degree, and were primarily employed in the private sector or as freelancers, with an average monthly income ranging from 10,000 to 30,000 baht. Most tourists had visited the Skywalk 1–2 times, accessed information primarily via online social media, and resided in the central region of Thailand. Overall, respondents expressed a very high level of agreement with the identified components of tourist attractions and demonstrated a strong intention to visit the Skywalk. Hypothesis testing indicated statistically significant differences in perceptions and decision-making based on demographic characteristics. Furthermore, the components of tourist attractions were found to significantly influence tourist decision-making at the 0.05 level. The findings contribute valuable insights for tourism planners and local authorities seeking to enhance destination competitiveness and visitor satisfaction