Factors affecting foreign tourists decision of cultural visit at heritage site.

Abstract

The objective of this study is to explore factors that affect to foreign tourists travel intention who visit at heritage site in Ayutthaya. The reason is that foreign tourist is the largest group who spending the most money while they are traveling but in some part of Thailand which have a significant attraction has less tourists. The goal of this research is to find factors which attract the tourist in a heritage site and use it as a tool to gain more tourists. Quantitative research methodology was applied in this paper by using online and offline questionnaire survey with 100 tourists which is the foreign tourists who ever visit or visiting Ayutthaya. The result of this research shown that culture factor is the only factor which can affect to those tourists to visit in Ayutthaya while the other factors are not affective to them.