A STUDY OF THE PROBLEMS AND THE GUIDELINE FOR PROMOTING THE TOURISM BUSINESS OF BAN GANG WAH – GANG HAI VILLAGE, NAKHON THAI DISTRICT, PHITSANULOK, THAILAND

Abstract

This research project aims to study the problems and obstacles faced by the
tourism business of Ban Gang Hai, Nong Kathao Sub-district, Nakhon Thai District of
Phitsanulok Province; and to provide a guideline for promoting the tourism business
of Ban Gang Hai, Nong Kathao Sub-district, Nakhon Thai District of Phitsanulok
Province. The samples used for the study were Thai tourists who visited Phitsanulok
Province. The samples were selected using the Quota Sampling Method. The data
were analyzed using percentage, mean, and standard deviation. The statistics used
were T-test and One-way Anova. The result reveals the decision making of tourists
was influenced by the relationship between personal characteristics of tourists and
factors of problems and obstacles faced by the tourism business of Ban Gang Hai,
Nong Kathao Sub-district, Nakhon Thai District of Phitsanulok Province; namely,
destination’s characteristics, attractions, economy, security, and the promotion and
public relations; as follows. Gender didn’t cause a significant difference in the
problems and obstacles faced by the tourism business of Ban Gang Hai, in terms of
destination’s characteristics, attractions, economy, security, and the promotion and
public relations. Age caused a significant difference in the problems and obstacles
faced by the tourism business of Ban Gang Hai, in terms of security, with the level of
statistical significance of 0.05. On the other hand, Age didn’t cause a significant
difference in the problems and obstacles faced by the tourism business of Ban Gang

Hai, in terms of destination’s characteristics, attractions, economy, and the promotion
and public relations. Education caused a significant difference in the problems and
obstacles faced by the tourism business of Ban Gang Hai, in terms of security, with
the level of statistical significance of 0.05. On the other hand, education didn’t cause a
significant difference in the problems and obstacles faced by the tourism business of
Ban Gang Hai, in terms of destination’s characteristics, attractions, economy, and the
promotion and public relations.
The occupation caused a significant difference in the problems and obstacles
faced by the tourism business of Ban Gang Hai, in terms of destination’s
characteristics, economy, security, and the promotion and public relations, with the
level of statistical significance of 0.05. On the other hand, the occupation didn’t cause
a significant difference in the problems and obstacles faced by the tourism business of
Ban Gang Hai, in terms of attractions. Income caused a significant difference in the
problems and obstacles faced by the tourism business of Ban Gang Hai, in terms of
economy and security, with the level of statistical significance of 0.05. On the other
hand, income didn’t cause a significant difference in the problems and obstacles faced
by the tourism business of Ban Gang Hai, in terms of destination’s characteristics,
attractions, and the promotion and public relations. Marriage status caused a
significant difference in the problems and obstacles faced by the tourism business of
Ban Gang Hai, in terms of security and promotion and public relations, with the level
of statistical significance of 0.05. On the other hand, marriage status didn’t cause a
significant difference in the problems and obstacles faced by the tourism business of
Ban Gang Hai, in terms of destination’s characteristics, attractions, and economy. The
overall score of participants’ opinion toward these 5 factors of tourism was high.
Factors that had the highest influence over their decision making were age and
income; whereas the age of visitors had a moderate influence over their decision
making, followed by income.