BEHAVIORS AND ATTITUDES OF FOERIGN FREE INDEPENDENT TOURISTS TOWARDS
TRAVELING AT THE WAT PHRA CHETUPHON(WAT PHO) IN BANGKOK
Presented in Partial Fulfillment of the Requirements for the
Master of Business Administration degree in Marketing
at Srinakharinwirot University
Krissana Dechasuruckhon. (2009). Behaviors and Attitudes of Foreign Free Independent
Tourists towards traveling at the Wat Phra Chetupon(Wat Pho) in Bangkok. Master
Project, M.B.A. (Marketing). Bangkok : Graduate School, Srinakarinwirot University:
Advisor : Dr.Paiboon Acharungroj.
The purpose of this research was to study the behaviors and attitudes of foreign
tourists towards traveling at the Reclining Buddha Temple (The Wat Pho) in Bangkok. The
samples taken consisted of 200 foreign tourists, who undertook their travel by independent
means. In other words, foreign tourists who did not travel with a tour agent or tour group were
included. The selection method used was Purposive Sampling. Survey questionnaire was used
as tool for data collection. The statistical analysis methods used were percentage, mean,
standard deviation, independent t-test, One-Way Analysis of Variance and Chi-Square test.
SPSS program (Statistical Package for Social Sciences for Window) version 15.0 has been used
for the statistical analysis.
Research results were as follows:
1. Most of the foreign tourists were European, with approximately the same number
of males and females represented. Most of tourists were Christian and were aged between 21-
30 years. Most of tourists were employees and had an annual income of less than US$ 10,000.
The main purpose given for visiting Thailand was travel. Most of the tourists had had no
experience in traveling to other temples in Thailand.
2. Behaviors of foreign tourists towards traveling to the Wat Pho. It was the first trip to
this temple for most of the foreign tourists. Sources of travel information included the Lonely
Planet guides and other publications. The average visit was 2 hours, and the main purpose for
visiting this temple was an interest in Oriental art/history. The peak time for visiting the temple
was 11:00 am to 12:59pm on weekdays (Mon-Fri). Most tourists traveled with friends, and they
indicated they would like to visit the temple again and would recommend this temple to others.
3. Attitudes of the foreign tourists forwards the temple buildings & antiques, and
services & facilities were at good level, while the rest were at moderately good level.
The results of the hypotheses were:
1. Foreign Tourists with different nationality, gender, religion, age group,
occupation, annual income, the main purpose for visiting Thailand, and the experiences in
visiting other temples had different behaviors in terms of source of information, the main
purpose for visiting this temple, and the person who traveled with at significant level of 0.05.
2. Foreign tourists of different nationality and an annual income had difference
attitude towards traveling the temple regarding the temple buildings and antiques, the prices
and the personnel at the statistical significant level of .05. However, there was no significant
difference in attitudes regarding service and facilities.
3. Foreign tourists of different gender, religion, and age group had difference
attitude level towards traveling the temple regarding buildings and antiques, the prices, and the
service and facilities at the statistical significant level of .05. However, there was no significant
difference in attitudes towards the personnel.
4. There was no difference in attitudes among tourists of different occupations
regarding the temple personnel and service and facilities, whereas the opinions about the
temple building/antiques and the prices had difference attitudes level at the statistical
significant level of .05.
5. There was no difference in the attitude level of foreign tourists with differing
purpose in visiting Thailand regarding the temple building and antiques, the prices, and the
service and facilities. However, there was significant difference in attitudes towards the
personnel at the statistical significant level of .05.
6. There was difference in attitude level of foreign tourists with previous experience
in traveling to other temples in Thailand regarding the temple building & antiques, the prices,
the personnel, and services & facilities at the statistical level of .05.