Tourism Motivation and Decision-Making toward the Sacred Site of Kham Chanod Wang Nakin, Ban Dung District, Udon Thani Province among Thai Working-Age Travelers
Keywords:
Tourism Motivation, Tourism Decision-Making, Faith-Based Tourism, Sacred Destinations, Kham Chanod Wang NakinAbstract
The contemporary tourism context, sacred and faith-based destinations have become increasingly significant as they fulfill travelers’ psychological, cultural, and spiritual needs. This research aimed to 1) examine the levels of tourism motivation and decision-making toward the sacred site of Kham Chanod Wang Nakin Ban Dung District, Udon Thani Province, 2) compare tourism decision-making at the scared site of Kham Chanod Wang Nakin be demographic backgrounds among Thai working-age travelers, and 3) investigate the relationship between tourism motivation and decision-making at Kham Chanod Wang Nakin Ban Dung District, Udon Thani Province. The study employed a quantitative research approach using convenience sampling. Data were collected through questionnaires from 400 Thai working-age respondents. Descriptive statistics, frequency, percentage, mean, and standard deviation, were used, together with inferential statistics including the independent sample t-test, one-way analysis of variance (ANOVA), and Pearson’s product-moment correlation. The findings revealed that 1) Thai working-age travelers demonstrated high levels of both tourism motivation and decision-making toward the sacred site; 2) occupation and family domicile significantly influenced their tourism decision-making at the .01 level, whereas gender, age, marital status, education, and monthly income showed no significant differences; and 3) tourism motivation was positively and significantly correlated with tourism decision-making at the .01 level. These results highlight that faith-based and psychological motivations play a vital role in influencing tourism behavior among Thai working-age. The study provides practical implications for tourism policymakers and destination managers to design meaningful spiritual tourism experiences that align with travelers’ motivational dimensions and enhance sustainable sacred-site tourism development in Thailand.
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