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Home , Travel behavior

LIST OF CONTENTS

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IAA INTRODUCTION ...... 1 Rationale for the Study...... 1 Purpose of the Study...... 4 Significance of the Study...... 4 Scope of the Study...... 6 Definition of Terms...... 7 Hypotheses...... 7

II AA LITERATURE REVIEW...... 8 Background of Baan Pang Dang...... 8 Situation about in Chiang Mai Province...... 9 Definition of Tourism...... 10 ...... 11 Community Based Tourism...... 17 Tourism...... 17 Tourist Motivation...... 19 Tourist Destination...... 20 Tourist Perception...... 22 Satisfaction...... 24 Relevant Research...... 27

III AA RESEARCH METHODOLOGY ...... 29 Population and Sample...... 29 Research Instrument...... 30 Data Collection...... 31 Analysis of Data...... 32

LIST OF CONTENTS A(CONT.)

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IV AA RESULTS ...... 34 The Demographic Characteristics of the Respondents...... 35 Behavior Characteristics of the Respondents...... 39 The Results on the Respondents’ Satisfaction with Baan Pang Dang Homestay in the Category of Locals’ Way of Life and Homestay Services...... 43 The Results of Testing the Proposed Research Hypotheses in Terms of Independent T-test Analysis and Analysis of Variance (ANOVA) ...... 45

VAA CONCLUSIONS ...... 76 Findings...... 77 Discussion...... 78 Recommendations...... 80

REFERENCES ...... 82

APPENDIX ...... 90

BIOGRAPHY ...... 98 LIST OF TABLES

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1aa Maslow’s Hierarchy of Needs……………………………………..……..... 20 2 aa Variables of the Study…………………………………………………….... 30 3 aa The Schedule for Survey and Number of Questionnaires…………………. 32 4aa Frequency and Percentage Result of the Demographic Characteristics by Gender of the Respondents………………………...... 35 5 aa Frequency and Percentage Result of the Demographic Characteristics by Age of the Respondents……………………………... 35 6 aa Frequency and Percentage Result of the Demographic Characteristics by Country of the Respondents……………………….... 36 7aa Frequency and Percentage Result of the Demographic Characteristics by Education Levels of the Respondents………………. 37 8aa Frequency and Percentage Result of the Demographic Characteristics by Occupation of the Respondents……………………... 37 9 aa Frequency and Percentage Result of the Demographic Characteristics by Income of the Respondents…….………………….... 38 10 aa Frequency and Percentage Result of Travel Behavior Characteristics by Past Experience in Homestay Tourism Within 3 Years of the Respondents……………………………...... 39 11aa Frequency and Percentage Result of Travel Behavior Characteristics by Times for Traveling in Baan Pang Dang of the Respondents…………………………………………………...... 39 12 aa Frequency and Percentage Result of Travel Behavior Characteristics by Main Purpose of Trip of the Respondents…………... 40 13 aa Frequency and Percentage Result of Travel Demographic Characteristics by How Long in Advance Planned to Visit Baan Pang Dang of the Respondents…………………………..……...... 41

LIST OF TABLES (CONT.)

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14aa Frequency and Percentage Result of Travel Behavior Characteristics by Length of Stay of the Respondents………………...... 41 15aa Frequency and Percentage Result of Travel Behavior Characteristics by Travel Party of the Respondents…………..……….... 42 16 aa Frequency and Percentage Result of Travel Behavior Characteristics by Information Source of the Respondents…………...... 42 17 aa The Results of Mean Value, Standard Deviation, and Satisfaction Level on Locals’ Way of Life of the Respondents………… 44 18 aa The Results of Mean Value, Standard Deviation, and Satisfaction Level on Homestay Services of the Respondents ……...... 44 19 aa T-test Results of the Mean Differences in the Overall Tourists’ Satisfaction with Locals’ Way of Life by Gender of the Respondents…………………………………………………...... 46 20 aa One-way ANOVA Results of the Mean Differences in the Overall Tourists’ Satisfaction with Locals’ Way of Life by Age of the Respondents………………………………………..…..... 46 21 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Age of the Respondents………………….. 47 22 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Country of the Respondents………………………………………..... 48 23 aa LSD Results of the Mean Differences in the Overall Tourists’ Satisfaction with Locals’ Way of Life by Country of the Respondents…………….. 48 24aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Education Levels of the Respondents………………………………….. 49

LIST OF TABLES (CONT.)

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25 aa LSD Results of the Mean Differences in the Overall Tourists’ Satisfaction with Locals’ Way of Life by Education of the Respondents………..…. 50 26 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Occupation of the Respondents…………………………………...... 50 27 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Income of the Respondents……………………………….……...... 51 28 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Past Experience in Homestay Tourism of the Respondents……………………………... 52 29 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Times for Traveling in Baan Pang Dang of the Respondents…………………..... 53 30 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Locals’way of Life by Times for Traveling in Baan Pang Dang of the Respondents………………………………………….……...... 53 31 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Main Purpose of Trip of the Respondents…………………………………………..... 54 32 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Decision Time to Travel of the Respondents………………………………………….. 55 33 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Length of Stay of the Respondents…………………………………………………...... 55

LIST OF TABLES (CONT.)

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34 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Travel Party of the Respondents………………………..………………………...... 56 35 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Locals’ Way of Life by Information Source of the Respondents……………………………...... 57 36 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Locals’way of Life by Information Source of the Respondents…. 57 37 aa T-test Results of the Mean Differences of the Overall Tourists’ Satisfaction with Homestay Services by Gender of the Respondents……………………………………………………...... 59 38 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Age of the Respondents………………………………………………...... 60 39 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Age of the Respondents………………...... 60 40 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Country of the Respondents…………………………………………………..…...... 61 41 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Country of the Respondents……………... 61 42 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Education Levels of the Respondents…………………………………. 62 43 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Education Levels of the Respondents…………………………………………………………… 63

LIST OF TABLES (CONT.)

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44 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Occupation of the Respondents……………………………………….………...... 64 45 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Occupation of the Respondents……..….... 64 46 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Income of the Respondents…………………………………………………...... 66 47 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Income of the Respondents…………...... 66 48 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Past Experience in Homestay Tourism of the Respondents………….………………..... 68 49 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Times for Traveling in Baan Pang Dang of the Respondents……………………. 68 50 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Main Purpose of This Trip of the Respondents……………………………….…...... 69 51 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Main Purpose of Trip of the Respondents…...... 70 52 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Decision Time to Travel of the Respondents………………………………………...... 71 53 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Length of Stay of the Respondents…………………………………………………...... 71

LIST OF TABLES (CONT.)

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54 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Length of Stay of the Respondents………. 72 55 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Travel Party of the Respondents…………………………………………...……...... 73 56 aa LSD Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Travel Party of the Respondents……….…. 73 57 aa One-way ANOVA Results of the Differences in Overall Tourists’ Satisfaction with Homestay Services by Information Source of the Respondents……………………………...... 74

LIST OF FIGURES

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1aa Conceptual Framework…………………………………………………. 6