THE TOURISM DEVELOPMENT GUIDELINE FOR PRESERVED AREA OF CULTURAL HERITAGES (ARCHITECTURE) IN LANNA REGION
In this study, we adapted the importance-performance analysis to propose the tourism development guideline for preserved area of cultural heritages (architecture) in Lamphun, Phrae, and Nan provinces. The population of our study is visitors who visited one of our study areas. The number of population are computed based on the number of the visitors in 2015 which is 714,641 , 688,402 and 1,012,809 for Nan, Phrae, and Lumphun provinces, respectively (Department of Tourism, 2016). By following Yamane (1967)’s sample computation, the number of sample size was 400 and we used convenience sampling method. Data were collected by survey questionnaires completed by 400 tourists who were visiting the areas during August-October 2016. General and travelling information of visitors was analyzed by percentage and descriptive statistics. To propose the guideline for preserved areas of cultural heritages in Lanna region, we used expectation and satisfaction analysis data-centered quadrants approach. We found that most of visitors were female and single and their average age was 35.3 years. They hold bachelor degree and had permanent jobs (e.g., government officers, self-employed, and company officers). Their average salary was 38,113 per month which indicated that they had high purchase power. Most of visitors were from the central region and the north region. Temples, historical sites, and natural resources were the most popular among the visitors. They agreed that travelling led them to have a good memory and feel relaxing. Most of them reported that they would visit the old town again. They indicated that the old town has beautiful and unique buildings and architectures which can be the representative of local community. According to the analysis of the visitors’ expectation and satisfaction, for Lamphun the tourists were satisfied with architectural, cultural and social values of the preserved areas. However, there should be the improvements in accessibility, tourism activities and infrastructure for tourists. The tourists expected least facilities. For Phrae, there should be the improvement in architectural, cultural and social values of the preserved areas. The tourists expected least tourism activities,accessibility, and infrastructure for tourists. For Nan, the tourists were satisfied with tourism activities and facilities. However, there should be the improvements in architectural and social values of the preserved areas, accessibility and infrastructure for tourists.
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