BEHAVIORS AND REQUIREMENTS OF THE TOURISM INFORMATION SYSTEM FOR TOURISTS VISITING UBON RATCHATHANI PROVINCE

Abstract

The objective of this research is to examine the behavior of visitors in utilizing information systems, identify their information system requirements, and analyze the factors that influence these requirements among tourists visiting Ubon Ratchathani province. The research utilized a survey instrument to gather information from a randomly selected group of 400 individuals, adhering to established rules of sample selection for populations with unknown characteristics and proportions. The data was analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as regression analysis. The findings of the study indicate that tourists utilize information search websites and online social networks as platforms for seeking and accessing information. Smartphones have emerged as the prevailing device of choice among individuals. This information is utilized by tourists to make informed decisions on their travel, including the selection of a place and the formulation of their itinerary. Tourists have a desire for tourism information systems that exhibit excellence across multiple dimensions. This encompasses the provision of information through diverse devices and communication channels, as well as the availability of assistance. Additionally, tourists seek comprehensive presentations of festival activities throughout different time periods, along with recommendations for tourist attractions that align with their specific requirements. Tourists often express a need for the categorization of tourist sites on maps to enhance use. Tourists exhibit a substantial level of expectation for the various forms of content available on tourism information systems. The subsequent enumeration presents a hierarchy of significant content categories, arranged in a descending order: tourist attraction information, tourist activities, transportation, accommodation, safety and aid, and government service facilities.