วารสารวิทยาลัยบัณฑิตเอเซีย ...

The objectives of this research were; 1) to study lifestyle and perceived tourism components and decisions making for cultural tourism among Thai tourist and 2) to study the influence of lifestyle and perceived tourism components towards decisions making for cultural tourism in Nakhon Si Thammarat. The quantitative approach was employed in this study. This research was conducted on 400 Thai tourists who traveled to Nakhon Si Thammarat for cultural tourism. The samples were 400 tourists, selected by convenience sampling method. The descriptive statistics were frequency, percentage, mean and standard deviation. The inferential statistic for hypothesis testing was multiple regression analysis. The results revealed that tourists have high level of overall lifestyle. When considering each aspect; the results showed that tourist have highest level in opinion, followed by interest and activity aspects, respectively. Tourists also have high level of overall perceived tourism components. When considering each aspect; the results showed that tourist have highest level in attraction and amenities, followed by accessibility. Tourists demonstrated high level of overall decisions making towards cultural tourism in Nakhon Si Thammarat. When considering each aspect; the results revealed that tourist have highest level in travelling decision, followed by post travelling behaviour, problem recognition, information search and evaluation of alternatives, respectively. Lifestyle and perceived tourism components of tourists influenced their decisions making for cultural tourism. The results suggested that these two aspects contributed to 58.1 per cent to the variation of decisions making for cultural tourism. Perceived tourism components showed higher influence on decisions making for cultural tourism than lifestyle of tourists.