EXPLORING THE MOTIVATIONS AND TOURISM BEHAVIOR OF BUDDHIST PILGRIMAGE TOURISM IN CHANG KLANG DISTRICT NAKHON SI THAMMARAT PROVINCE AND ASSESSING THE POTENTIAL OF MONASTIC TOURISM DESTINATIONS

Abstract

This research explores the motivations and behavior of Buddhist pilgrimage tourists in Chang Klang District, Nakhon Si Thammarat Province. It aims to understand the factors driving pilgrimage decisions, assess tourism experiences' impact on spiritual and cultural development, and evaluate the potential of monastic tourism destinations for enhanced appeal and sustainability. The study also investigates the intricate relationship between tourists' behavior, motivation, and the competitiveness potential of Religious Tourism in the region. The study utilizing a questionnaire, data was collected from 400 participants. Statistical analyses, including frequency distribution, percentage, mean, and standard deviation, provided insights into the diverse tourism behaviors observed in the religious context of Chang Klang District. The findings shed light on the patterns of tourism behavior, revealing preferences for one-day trips, often with family, and varied accommodation choices, including stays at relatives' houses. Moreover, respondents primarily acquired knowledge about religious tourist attractions from their relatives. Secondly, the research delved into the motivation level of tourists visiting Chang Klang District for Buddhist pilgrimage tourism. The results indicated a high motivation level, encompassing diverse interests such as paying homage to sacred elements, seeking relaxation, and exploring the history and ethics of the area. Thirdly, the study gauged opinions on the competitiveness of monastic tourism destinations in Chang Klang District. Respondents consistently expressed high opinions across key factors, including Environmental, Market Demand, Industry, and Supporting and Strategic factors, affirming the region's overall competitiveness in religious tourism. Finally, the research unveiled a statistically significant association between tourists' behavior and motivating factors for Buddhist pilgrimage tourism in Chang Klang District. This underscored the substantial link between observed behavioral patterns and motivating forces, signifying statistical significance at the .05 level. Similarly, a statistically significant relationship was identified between tourists' behavior and the competitiveness potential in monastic tourism destinations within Chang Klang District, affirming a noteworthy association at the .05 level. These insights contribute to the sustainable development and enhancement of Buddhist pilgrimage tourism in the specified region, providing valuable information for future initiatives and planning.