A Survey of Destination Potential, Tourism Activities and Future Travelling Intention towards Tourism along the Rivers in Phra Nakhon Si Ayutthaya Province
Nongluck Popichit, Jirawat Anuwichanont, Jirut Chuanchom, Assoc.Prof. Sirivan Serirat, Assoc.Prof. Panisa Mechinda

Abstract
This research was aimed to examine the potential of tourism destinations along the rivers and the factors affecting tourists’ future travelling intention towards the tourism along the rivers in Phra Nakhon Si Ayutthaya Province. It includes the questionnaire with 5-level of Likert scale - as the tools in collecting data from the samples of 400 Thai tourists of the tourism who answered while spending time along the rivers in Phra Nakhon Si Ayutthaya Province. Statistics for data analysis were step-wise regression and Pearson’s correlation coefficients. The research results were shown as the following. The evaluation of tourism destinations along the rivers in Phra Nakhon Si Ayutthaya Province was found to be high potential with historical value as the first rank. The analysis revealed that the factors affecting tourists’ future travelling intention towards the tourism along the rivers included historical value of identity, tourism management and environmental factors, respectively at the statistical significance level of 0.05. In addition, there were positive relationships between attitude towards tourism activities and tourists’ future travelling intention.

Full Text: PDF