Factors Influencing Cultural Tourism Decisions in Ubon Ratchathani

Abstract

This research aims to examine the factors influencing Thai tourists' cultural tourism decisions in Ubon Ratchathani and to propose guidelines for developing these factors. The study employs a quantitative research method, focusing on Thai tourists visiting Ubon Ratchathani for cultural tourism. The sample consisted of 400 respondents, and data were collected via questionnaires using convenience sampling, a nonprobability sampling technique. The data analysis employed descriptive statistics, including frequencies, percentages, and standard deviations, as well as stepwise multiple regression. The findings reveal that four main factors significantly influence cultural tourism decisions at the 0.05 level of significance: accommodation, accessibility, political stability, and cultural activities. Together, these variables can predict cultural tourism decisions with an accuracy of 76.40%. Among them, accommodation, accessibility, and political stability emerge as the most influential. The results indicate that both the government and private sectors, in collaboration with local communities, should prioritize the development of cultural tourism in Ubon Ratchathani. In particular, accessibility can be improved through reliable, safe transportation systems, such as shuttle bus services linking major cultural sites. Political stability must be maintained to enhance tourists’ confidence regarding safety and security. Additionally, cultural activities should be diversified and designed to appeal to tourists of all ages and backgrounds, fostering participation, interaction, and memorable experiences. Overall, the study highlights the importance of infrastructure readiness, political stability, and community engagement in promoting cultural tourism in secondary provinces. These elements are essential for building tourist confidence and ensuring economic, social, and cultural sustainability. Furthermore, the findings help bridge knowledge gaps in understanding tourist decision-making in secondary destinations and provide practical guidelines for promoting sustainable cultural tourism in Thailand.