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Thesis Analysis of Regulation Compliance of Thailand THESIS ANALYSIS OF REGULATION COMPLIANCE OF THAILAND‘S NATIONAL PARK VISITORS THANAKRIT SANGCHOEY A Thesis Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy (Parks, Recreation, and Tourism) Graduate School, Kasetsart University 2019 Thanakrit Sangchoey 2019: Analysis of Regulation Compliance of Thailand‘s National Park Visitors. Doctor of Philosophy (Parks, Recreation, and Tourism), Major Field: Parks, Recreation, and Tourism, Department of Conservation. Thesis Advisor: Associate Professor Noppawan Tanakanjana Phongkhieo, Ph.D. 216 pages. The objectives of this study were: 1) to study factors associated with regulation compliance of protected area users; 2) to study Thai national park visitors‘ regulation compliance and to compare the differences of compliance behavior across different background of visitors and study areas; 3) to develop the predictive causal model of visitors‘ regulation compliance and to test the model; and 4) to identify predictive variables for visitors‘ regulation compliance. This research used a questionnaire as the data collection tool. Study area consists of five national parks that were selected based on three factors: 1) issues of regulation compliance assessed by park superintendents, 2) number of park visitors, and 3) diversity of recreational activities. On-site survey was conducted and 1,000 park visitors participated in the survey. Meta-analysis and path analysis were used as major analysis tools. The analysis results revealed that the majority of the park visitors complied with the regulations at a high level. The predictive model explained over 62% of the variance in the dependent variable. Persuasive communication and perceived legitimacy of regulation were the most influential situational factors affecting regulation compliance behavior. In addition, media exposure was effective in moderating the relationship between intention to comply and regulation compliance. Once confirmed, factors predictive of regulation compliance can be utilized to develop the message content for persuasive communication to national park visitors, and then suggest that authorities formulate a policy towards publicizing park regulations to increase visitors‘ appropriate behaviors that help encourage regulation compliance in national park. _____________________ _______________________________ ___ ___ ___ Student‘s signature Thesis Advisor‘s signature ACKNOWLEDGEMENTS Undertaking this PhD has been a truly life-changing experience for me and it would not have been possible to do without the support and guidance that I received from many people. Firstly, I would like to express my sincere gratitude to my advisor Assoc. Prof. Noppawan Tanakanjana Phongkhieo for the continuous support of my PhD study and related research, for her patience, motivation, and immense knowledge. Her guidance helped me in all the time of research and writing of this thesis. I could not have imagined having a better advisor and mentor for my Ph.D study. Besides my advisor, I would like to thank Assist Prof. Thawan Nieamsup, the rest of my thesis committee for his insightful comments and encouragement. I gratefully acknowledge the funding received towards my thesis from the National Research Council of Thailand (Thesis Grant for Doctoral Degree Student FY 2017) and also expanding my thanks to national park superintendents for providing me all supports when ever and where ever required during the field work. A very special thanks to my colleague and friend, Miss Phornthira Sripattanatadakoon, Miss Supalux Sri-samang, and Mr.Prommatr Jindachote for improving the use of English in the manuscript. Lastly, and most importantly, I thank my parents who have sowed so much into my life and my sister for love and support throughout my life. Thanakrit Sangchoey April 2019 i TABLE OF CONTENTS Page TABLE OF CONTENTS i LIST OF TABLES ii LIST OF FIGURES v INTRODUCTION 1 OBJECTIVES 3 DEFINITIONS 3 LITERATURE REVIEW 5 CONCEPTUAL FRAMEWORK AND HYPOTHESES 36 Conceptual framework 36 Hypotheses 39 MATERIALS AND METHODS 40 Materials 40 Methods 40 RESULTS AND DISCUSSION 49 CONCLUSION AND RECOMMENDATIONS 128 Conclusion 128 Recommendations 130 LITERATURE CITED 133 APPENDICES 150 Appendix A The results of the assessment to study area selection 151 Appendix B Questionnaire 159 Appendix C Item-objective congruence index 173 Appendix D Cronbach‘s alpha of items 179 Appendix E Testing reliability KR- 20 183 Appendix F Difficulty index testing 193 Appendix G Discrimination power testing 198 Appendix H Research used for meta-analysis 201 CURRICULUM VITAE 216 ii LIST OF TABLES Table Page 1 IUCN‘s category system for protected areas 6 2 Matrix of management objectives for various protected areas 7 3 Thailand‘s protected area classification 12 4 Number of protected areas of Thailand 13 5 Number of national park visitors in Thailand during 2008-2017 17 6 Publication of research used in the meta-analysis 50 7 Concepts and theories found in the research used for the meta- analysis 50 8 Research methods applied in the research used for the meta-analysis 52 9 Correlation coefficient estimation obtained from the meta-analysis 53 10 Visitor socio-demographic characteristics 55 11 Visitor travel patterns 56 12 Intention to comply with national park regulation of visitors 59 13 Regulation compliance behavior of visitors 64 14 Comparison of regulation compliance behavior between male visitors and female visitors 67 15 Comparison of regulation compliance behavior between local visitors and non-local visitors 67 16 Comparison of regulation compliance behavior between visitors with a one- night stay and those with a stay of more than one night 68 17 Comparison of regulation compliance behavior among visitors with different ages 68 18 Pairwise mean value comparison of regulation compliance behavior of visitors with different ages 69 19 Comparison of regulation compliance behavior of visitors with different educational levels 69 iii LIST OF TABLES (Continued) Table Page 20 Pairwise mean value comparison of regulation compliance behavior of visitors with different educational levels 71 21 Comparison of regulation compliance behavior among visitors with different group sizes 72 22 Comparison of regulation compliance behavior among visitors with different occupations 72 23 Comparison of regulation compliance behavior among visitors with different group sizes 73 24 Comparison of regulation compliance behavior among visitors with different group sizes 74 25 Knowledge of regulation of visitors 75 26 Regulation enforcement measures as perceived by visitors 78 27 Persuasive Communication Measures as perceived by visitors 80 28 Legal sanction as opinion by visitors 82 29 Regulation legitimacy as opinion by visitors 85 30 Personal morality of visitors 90 31 Awareness of regulation of visitors 96 32 Media exposure of visitors 99 33 Injunctive norm as perceived by visitors 102 34 Measures of central tendency, variability and distribution of variables 111 35 Pearson‘s correlation matrix of variables 113 36 Results of multicollinearity test 114 37 Model fit indices 117 38 Standardized regression weights of variables in path model 120 39 Direct, indirect, and total effects of intention to comply and regulation compliance behavior 121 iv LIST OF TABLES (Continued) Table Page 40 The moderating effect of media exposure 125 41 The results of the hypotheses testing of predictive variable 127 Appendix Table A The Results of the assessment to study area selection 152 C Item-objective congruence (IOC) index of the questionnaire 174 D Cronbach‘s alpha of items 180 E1 Testing reliability KR 20 formula of knowledge of regulation 184 E2 Testing reliability KR-20 formula of regulation compliance behavior 187 F Difficulty index testing of knowledge of regulation 194 G Discrimination power testing of perceived regulation legitimacy 199 H Research used for meta-analysis 202 v LIST OF FIGURES Figure Page 1 Classification of compliance 30 2 Theoretical perspectives of compliance 34 3 Source of compliance 35 4 A proposed conceptual framework 39 5 Scatter plot of knowledge of regulations and intention to comply 105 6 Scatter plot of awareness of regulation and intention to comply 105 7 Scatter plot of injunctive norm and intention to comply 106 8 Scatter plot of personal morality and intention to comply 106 9 Scatter plot of regulation legitimacy and intention to comply 107 10 Scatter plot of regulation enforcement and intention to comply 107 11 Scatter plot of legal sanction and intention to comply 108 12 Scatter plot of persuasive communication and intention to comply 108 13 Scatter plot of media exposure and intention to comply 109 14 Scatter plot of media exposure and regulation compliance 109 15 Model summary of autocorrelation testing 115 16 Residual scatterplot for homoscedasticity 116 17 Path coefficient of model 118 18 Framework for moderation analysis 123 19 Model for testing the moderation effect 123 20 Moderation effect of media exposure on intention to comply and regulation compliance behavior 125 1 ANALYSIS OF REGULATION COMPLIANCE OF THAILAND’S NATIONAL PARK VISITORS INTRODUCTION Currently, the major protected areas in Thailand comprise of national parks, wildlife sanctuaries, non-hunting areas, forest parks, botanical garden and arboretum that cover almost 20.45 percent of the Kingdom‘s territory (Planning and Information Office, 2017). National parks are the natural areas of land / or sea, which are designated to protect a diverse number of plants, animals and ecosystems
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