A STUDY OF TOURISTS’ WILLINGNESS TO PAY FOR A HISTORICAL PACKAGE TOUR

Abstract

The objectives of this study were to study 1) the problem of historical tourism in Lampang province, 2) the historical connection of tourist attractions in each place in Lampang province, and 3) the willingness to pay of tourists toward historical package tours Lampang province. By collecting data from documentary research, in-depth interviews and questionnaire as tools. The data were analyzed by using descriptive analysis and descriptive statistics and analyzing factors affecting willingness to pay by using Tobit model. The results of the research found that:1) The problem of history in Lampang province provision of tourism services and facilities such as the language diversity of the sign, Accommodation prices are inflated, Public transport within the province is not covered, Inadequate personnel serving attractions lack of guide training, And discontinuity of tourist attractions traveling distance from one tourist attraction to another is quite far., 2) The historical connection of tourist attractions in each place in Lampang province. To find historical connections to create tourism routes. It is a one-day trip tour package “Chao Nan Thip Chang Route” 3) The willingness to pay of tourists toward historical packages tour in Lampang Province has an average price of 774.46 baht/package. The factors affecting the willingness to pay for historical packages tour of tourists at the significant level of 0.05 in the positive direction were age, travel expenses in Lampang province per day per person of tourists, the purpose of traveling is to visit relatives and friends and attitudes about a new historical package tour.