การรับรู้ความเสี่ยงของนักท่องเที่ยวต่อการทัวร์ทางทะเลจังหวัดกระบี่

Abstract

The research aimed to (1) analyze risk perception of tourists towards sea-based excursion in Krabi Province, (2) analyze risk factors affecting the image of Sea based excursion in Krabi Province and (3) analyze the risk prevention behavior of tourists towards Sea based excursion in Krabi Province. The sample group was 170 Thai and international tourists who ever took sea- based excursions in Krabi Province. The study employed a non-probability sampling method and collected the data by using questionnaires. The study results revealed that most tourists did not follow the news about risks of sea-based excursion in Krabi Province. From an analysis of risk perceptions towards sea-based excursion which were divided in four types, namely risks of vehicle used, risks of sea-based tour management hazards, risks of marine environment, and risks of attractions and tour activities, the study found that in overall the tourists considered risks of sea-based tour management hazards as the first rank of importance and risks of marine environment as the final rank. Regarding the effects of risks of vehicle used, risks of sea-based tour management hazards, risks of marine environment, and risks of attractions and tour activities on an image of sea-based excursion in Krabi Province, the study revealed that in overall tourists considered that these risks affected an image of sea-based excursion at a moderate level. Among all variables, the risks of vehicle used affected the image of tour at the highest level. In addition, the study about risk protection of tourists during seabased excursion in Krabi Province found that tourists’ risk protection towards some factors were in a high level. Examples were, such as, following strictly suggestions from the staff, for example; properly wearing life jacket or changing the vehicles; reporting to the staff clearly about tourists’ congenital disease, understanding of regulations and prohibition enforced by attractions, and being ready to take care of themselves in case of unforeseen circumstances during the tours.