The Causal and Effect Model of the Tourism Potential and Tourist needs that Effect to Creative Tourism Development for Improving Tourism Potential and Opportunities in Phetchabun Province: Perspective of Thai Tourists

Abstract

The purposes of this article were (1) to examine the goodness of fit with empirical data of the causal and effect model of tourism potential, tourist needs, and development of creative tourism (2) to examine the direct effects of factors according to the tourism potential and tourist needs that effect to creative tourism development for Improving Tourism Potential and Opportunities in Phetchabun Province. The sample consisted of 400 tourist who visited Phetchabun Province, obtained by using convenience sampling. The data were collected through online questionnaire. The obtained data were analyzed using inferential statistics.

The results revealed that (1) The causal and effect model was valid and fit to the empirical data. Indicated by the Goodness-of-fit index (GFI): Chi-square = 2.76, CFI=0.93, GFI=0.90, AGFI=0.87, TLI=0.92, RMR=0.30 (p<0.001). (2) Factors according to tourism potential had direct positive influences on creative tourism development (0.92) at statistical significance 0.001. But in terms of the growth of creative tourism development, the factor of tourist needs was insignificant. Therefore, it was inconsistent with the hypothesis. Hence, the results of the study can be used for policy planning and management of tourist attractions according to the tourism potential that tourists value as follow: Attraction, amenities, and environment surrounding to be effective in improving tourism potential and opportunities in the Phetchabun Province area in the future.