FACTORS INFLUENCING THE CULTURAL TOURISM DEVELOPMENT IN MUANG, RAYONG PROVINCE

Abstract

This study aimed to: (1) examine the level of public opinion toward factors influencing cultural tourism development in Mueang District, Rayong Province; (2) investigate the relationships between independent and dependent variables and identify the independent variables affecting cultural tourism development in Mueang District, Rayong Province; and (3) propose guidelines for the development of cultural tourism in Mueang District, Rayong Province.This research employed a quantitative approach. The population consisted of 156,257 residents living in Mueang District, Rayong Province, where cultural tourism attractions are located. The sample size was determined using Taro Yamane’s formula, yielding 400 respondents. The research instrument was a questionnaire with a content validity index of 0.95 and a reliability coefficient (Cronbach’s alpha) of 0.94. Data were analyzed using percentage, mean, standard deviation (S.D.), correlation coefficient, and multiple regression analysis.

The findings revealed that: (1) The public opinion toward factors influencing cultural tourism development in Mueang District, Rayong Province, was at a high level. Cultural tourism resources received the highest mean score. The overall outcomes of cultural tourism development were also rated at a high level, with the continuous increase in tourist arrivals receiving the highest mean score. (2) All independent and dependent variables were significantly correlated at the 0.05 level (α = .05), and all independent variables significantly influenced cultural tourism development in Mueang District, Rayong Province. (3) The proposed guidelines for cultural tourism development in Mueang District, Rayong Province, are based on a cultural tourism development success model that links key factors to tangible outcomes in three dimensions: (1) value drivers, (2) sustainability pillars, and (3) empirical outcomes.