แนวทางการเพิ่มค่าใช้จ่ายต่อหัวของ นักท่องเที่ยวในภาคใต้ฝั่งอันดามัน

Abstract

The research entitled "The Guidance for Maximizing Tourist Expenditure per Person in the Andaman-side of Southern Thailand" aims to investigate the expenditure and willingness to pay influencing factors, and the guidance for maximizing tourist expenditure per person in the Andaman-side of Southern Thailand (Phuket, Phang Nga, Krabi, and Trang provinces). Mixed Method has been applied to use qualitative research by interviewing the 160 key informants from related tourism stakeholders. Then, the 800 of quantitative questionnaires were distributed to both foreign and Thai tourists. The results show that the average expenditure of tourists in the Andaman-side of Southern Thailand is 5,105.45 baht/head/day, 4,239.27 baht/head/day for Free and Independent Traveler (FIT), and 10,132.79 baht/head/day for tourists on group tour package. The expenditure, influencing factors are nationality, income, number of travelling days, important of product, and important of physical structure. For willingness to pay, the result shows that the fourth situation (everything is better and stay one more day) has the highest percentage, 31.69, of willingness to pay. Its influencing factors are nationality and the physical @structure component. Thus, the related organizations have to emphasize the high income foreign tourists and focus on developing tourism products, staffs, and pricing. For marketing, 0 3H, which are Healthy, Happy, and Hospitality, should be implemented. The value creation strategy can be applied to link the land and sea travelling routes. Finally, the result shows that the fourth situation will provide the highest total tourist's expenditure, which is 1,322.09 million baht per year, and leads to the highest projected tourism revenue to 76,623.32 million baht.