The Image of Silk Tourism Village Requirement of the Tourists in Nakhonrachasima Province

The Image of Silk Tourism Village Requirement of the Tourists in Nakhonrachasima Province.

Pheerawit khamjaroen*

Netchanok Khongthon**

ABSTRACT

This research aims to study the tourists’opinion on the desirable images of the silk tourism villages in Nakhon Ratchasima Province. The aims of the study are 1) to study the types of media used by the tourists to get information about tourism in Nakhon Ratchasima.2) to survey their opinion on the images of silk tourism village they desired. 3) To compare the characteristics of the population with the images of the silk tourism villages they would like to visit.

The population of the study was 400 tourists visiting Nakhon Ratchasima Province. The instrument used for collecting data was the questionnaire. SPSS program for Window(Statistical Package for the Social Science) was used for the data analysis.

Results of the study revealed that there were more female tourists visiting Nakhon Ratchasima Province than male tourists. Most of them were students from schools and universities. Their marital statuswas single and their monthly income was less than 10,000 baht per month.The most popular media that they used to access information about tourism was theInternet.Television and the outdoor cutouts were the next popular media, respectively. The most favorite places that they picked up the tourism printed materials such as the brochures and tourism handouts was the department stores. The hotels, the restaurants and the gas stations were the next favorite places to get the tourism promotion printed materials, respectively.

According the tourists’ opinion on the desirable image of the silk villages,their overall impression was at the high level. It was found that they were very satisfied with the natural resource of the places. The means was 3.97. The next component that the tourists were satisfied with was the readiness of places for tourism. The average means was 3.89. Finally, they were satisfied the media of tourism communication. What the tourism silk villages should be improved is the tourism communication. Additionally, tourism promotion should be promoted such as the discount for accommodation, the discount coupon and the complementary souvenirs.

Keyword

Silk, Tourism Village , Image , Tourists

Background and Significance of the Study

Silk fabric is an important provincial handicraft product of Nakhon Ratchasima. The silk fabric produced by the local folk intelligence has uniquely beautiful patterns with good quality. Nakhon Chaiburin is a group of provinces in the southern northeast of Thailand established as a group to promote tourism. The group had set up their strategies to develop and promote various types tourism such ashistorical, cultural, natural tourism. This also includes the ways of living of the local people to be part of the tourism. Nakhon Chaiburin( a group of 4 provincesin Souther Isarn: Nakhon Ratchasima, Chaiyasphum, Buriram and Surin)has the advantage of rich resources for tourism which make it an ideal place for tourism. Moreover, this region has got tourism potentiality and supporting facilities.

Nakhon Ratchasima is a province which is famous for hand-made silk product in Pakthongchai District. There are many villages, which produce silk fabric for sale. Tourism to these villages in Nakhon Ratchasima has been continuously promoted by Nakhon Ratchasima Tourism and Sports Authorities. However, it has not been very successful as expected because these villages are not located on the main tourism spots. The media communication cannot reach the target tourists. Moreover, these silk villages in Chaiburin region lack the development of public facilities to support tourism in spite of the fact that these silk villages have high potentiality for tourism. (Dr. Nattinee Thongdee,interview, 2012)

Promoting tourism to these villages is only a one-way communication or Top-down Communication without asking tourists’ opinion about what type of desirable silk village they like to visit. Thus, a fruitful way of promoting these silk villages should take into consideration of the need of tourists. This includes the tourism places, products/souvenirs, local handicraft products and the system of public facilities for tourism. This type of development should coincide the tourists’ need.

Thus, the Communication Arts Program, Faculty of Management Science , Nakhon Ratchasima Rajabhat University would like to present the research on the survey of the desirable images of silk villages to provide guidelines to develop desirable silk tourism villagers in accordance with the need of the tourists. Furthermore, it also helps increase the local community income for the villagers to fully benefit from the sufficiency economy.

Research objectives

1. To survey the tourists’ behaviors in using media to access tourism information in Nakhon Ratchasima Province.

2. To survey the desirable images of the silk villages in Nakhon Ratchasima Province in accordance with the tourists’ need.

3. To compare the population’s characteristics with the desirable images as desired by the tourists visiting Nakhon Ratchasima Province.

Expected outcomes

1.Findings of the research could be used to develop and promote silk tourism villages in Nakhon Ratchasima Province.

2. Findings from the research could be used to develop plans to promote silk tourism villages to well-known to tourists.

3. Findings from the research could be used by the government and public sectors such as Nakhon Ratchasima Tourism Authorities, Nakhon Ratchasima Cultural Center andtour agents could use these findings to make plans for communicating with the tourists.

Research Method

This study is a quantitative survey research on the desirable image of the silk tourism villages in Nakhon Ratchasima Province. It is a one-shot descriptive study using the questionnaire as the tool for collecting the data.

Population and Sample of the Study

The population of the study were 5,232,940 tourists visiting Nakhon Ratchasima Province in 2012. ( Nakhon Ratchasima Authorities of Tourism and Sports, 2012). According to the Yamane Table, there were 400 samplings were chosen as the target group for data collection

Instruments used for Data Collection

Questionnaires developed by the researcher from the study of related texts and documents were used as an instrument for collecting the data. The questionnaire was consisted of both close - ended questionnaire and open - ended questionnaire.

Data Gathering and Data Analysis

The location where the researcher collected the data from the tourists wereat the monument of Tao Suranaree, Phimai Historical Park, Nakhon Ratchasima Silk villages and Handicraft and Silk Center in Pakthongchai, Nakhon Ratchasima Province. SPSS Program for Window was used for the analysis of the data.

Research Conclusion

The Results of the study can be concluded as follow:

1.General information collected the tourists’ questionnaire answers

Most of the tourists were female. The number of the female tourists was260, which was calculated to be60% of all the tourists. There were 160 male tourists, which was calculated to be 40% of all the tourists. The age of 210 tourists were between 21-30 years old. 229 tourists were graduateswith bachelor degrees which was calculated to be 57.50 % of all the tourists. 162 tourists were students from schools and universities which was 40.50 %. 197 tourists’ average income was less than 10,000 baht, which was 49.25%. 265 tourists’ marital status was single. This number was calculated as 66.25%

2.Tourists’Behaviorin Media Exposure to Obtain Tourism Information

The Internet was the most favorite media. 42.75%. Tourists used the Internet to obtain tourism information. 35.00% of the tourists obtained information from the television. The third type of media that the tourists used to get tourism information was the outdoor cut-outs. The last source of information that the tourist got tourism information from was the people close to them such as parents, relatives and friends.

Regarding the tourism promotion brochures or handbooks about tourism, 76.50 % of the tourists got the tourism promotion materials from the department stores. 37.25 ofthe tourists got tourism information from the hotels. 36.25% of the tourists got it from the gas station.

3.Tourists’ Satisfaction with the Images of Desirable Silk Villages

3.1Findings showed that tourists were very satisfied with the image of silk village.When each component was taken into consideration from the highest to the lowest,the natural resource was ranked the highest with the means of 3.96. The readiness for tourism was the next desirable image with the means of 3.89. Finally, the tourism communication was ranked as the third desirable image with the means of 3.68.

3.2The following components were the desirable images that the tourists were satisfied with.

3.2.1 Generally speaking, it was found that the tourists were very satisfied with overall images of the silk villages. As each component of the desirable images was considered, historical background of the silk villages was ranked the highest with the means of 4.08. The geographical location was the second favorite image with the means was 4.00 and the tourism location was ranked the third with the means of3.89. The local food was ranked the lowest with the means of3.89. The researcher would like to suggest that natural resources for tourism be developed and there should be a variety of local foods for the tourists to eat. Moreover, local folk dances can be used to attract as tourists’ attraction.Lastly, the famous local handicrafts are available for shopping.

3.2.2 Regarding the tourism readiness of the silk villages, it was ranked with high level of satisfaction.When each component was taken into consideration from the highest to the lowest, the beautiful scenery was ranked the highest with the means of 4.11. The public facilities such as the buses, roads, electricity, and drinking water was ranked as the second aspect that the tourists were satisfied. The means of the tourism readiness of the silk village was 3.96. The third component that the tourists were satisfied with was the convenient access to the telephone and the Internet. The means was 3.93. The aspect of the tourism image that was ranked the lowest was the roads in the village. The means was 3.76. Therefore, it is suggested that the components concerning the readiness for tourism be developed. That is, the roads to the tourism sites in the silk villages should be in good condition and easy and safe to travel on. There should be modern medical units available for tourists in case of sickness or accidents, and activities for relaxation could be arranged. Finally, there should be local souvenirs and handicraft shops for shopping.

3.2.3 Regarding the tourism media communication, the tourists’ satisfaction was high. When each component was taken into consideration from the highest to the lowest, it was found that retrieving information by themselves from the Internet was the highest with the means of 3.98. The next satisfying image was the road signs that give clear information in Thai. The means was 3.90. The one with the lowest satisfaction was the tour guide.The means was 3.41. What needs to be improved was the media for tourism communication, and there should be well-experienced tourguides giving tourism information. Moreover, there should be an tourism exhibition organized by Tourism Authority of Thailand, or there should be representatives of tour agencies both in the local area and in the central part. Tour promotion fair should be arranged to boost tourism with incentives such as the accommodationdiscount, the discount coupons and free souvenirs for tourists.

4.Opinion on the Desirable Images of the Silk Villages in Nakhon Ratchasima Province

Generally speaking, the desirable images are concerned with the distribution of public relations for the local people in the area and the people interested to get the information about the local tourism. In addition, information about tourism exhibition should also be available to people who are interested in visiting the tourism places. Transportation to the exhibition should be arranged for the convenience of the people visiting the fair. Local villagers should corporate to provide service to tourists and to make them satisfied with the local tourism.

Discussion of Research Findings

According to the findings of the data analysis, it could be discussed as follow:

1.Tourists’ behaviors on media exposure to gain information about tourism in Nakhon Ratchasima Province.

Regarding the tourists’ behavior in media exposure to gain the information on tourism, the Internet was the most popular way the tourists used to gain information about tourism. The next popular ones were the television and the outdoor cut-outs, respectively. The findings revealed that the Internet played an important role in providing information on tourism. These findings coincided with the findings of Pornpan Prajaknet(2003), who mentioned that the public relations through the Internet could provide more details than any other media as there was more space for information to display and the searcher could get information immediately. The findings also agreed with the study of Netchanok Kongton and Jirapat Topol, (2000) under titled “Media Exposure of the Tourists to Intergrated Marketing Communication for Business Entrepreneurs in Nakhon RatchasimaProvince”. It was found that the three types of media that attracted touriststo visit Nakhon Ratchasima were the people such as relatives and friends, television, radio and the Internet. Apart from the studies mentioned above, the findings of this research also coincided with that of Nuchruedee Luimai (2006). She studied the tourists’ behavior in media exposure to get information to visit Ko Pa-ngan. Her study revealed that the Internet was the most popular media that the tourist used to get the information. The next popular types of media that were used by the tourists to get tourism information were the television, the radio, and the newspapers. Reasons for foreign tourists visiting Thailand were the ways of Thai living, people and the natural resources. The most favorite media that the foreign tourists used to access tourism information to make decision to come and visit Thailand was the Internet.

2.Tourists’ Satisfaction towards all the aspects of the Desirable Images of Silk Tourism Villages

2.1 Regarding the tourists’satisfaction, the image of the natural resource was ranked with very high level. When each component was taken into consideration from the highest to the lowest, it was found that the long history of silk production of the silk villages was considered to be a very attractive and impressive point for the tourists. Moreover, the cultural and laborious process of silk production made the silk villages famous, and this has become the provincial slogan: City of Brave Women, Good Quality Silk Fabric, Delicious Korat Noodles, Exotic Ancient Sandstone Sanctuary, Dan Kwain Earthen Ware Pottery. Owing to the good quality of the silk, the silk villages became famous and well known among the tourists. Consequently, the reputation helped create work and bring the substantial income to the villagers . As a result, the silk villages have become the tourism attraction and helped boost the local economy. This type of tourism may be called historical tourism or rural tourism. Boonlert Tangjitwattana (2006) defined this type of tourism as rural or village tourism. This is the trip to the rural villages to see the unique ways of the local people’s living and the amazing local folk dances which will entertain the visitors. In addition, the tourists also gain knowledge from the local intelligence and also learn to understand the local culture. They felt it their responsibility to preserve the valuable cultural heritage and the natural environment by getting the villagers to get involved in local tourism management. This idea coincided with the research findings of Nuchruedee Luima (2006) who conducted a research on media exposure of foreign tourists visiting Ko Pa-ngan. She found that the reasons for foreigners visiting were the ways of living and the people. The research findings also coincidedwith the research finding of Prajan Walligo and Saran porn Chawaragergkul (2007) who did a study about the way to promote cultural tourism in Samut Songkram Province. They found that tourism information had an influence on tourists’ decision to visit the place. The reason of the foreigners visiting Thailand was to get contact with the local people and theirway of living.

2.2Regarding to the readiness for tourism, the tourists were very satisfied the tourism readiness of the silk villages. As each componentwas taken into consideration, the beautiful scenery was ranked as the most favorite. The next ones were the public facilities such as the buses, the roads, electricity, clean drinking water, and etc. Easy access to communicationsuch as telephones, the Internet was also recommended by the tourists.Our research findings coincided with the researchfindings of Wichchanun Pongsri and Sompong Thongchai (2007). His study topic was the Creation of the Integrated Tourism at Kongjeam, Ubol Ratchathani Province. Their research findings were that the tourist attraction should provide the tourists with the access to communication, public services and general public facilities such as accommodation, food shops, transportation, tourist attractions, ways of living, and souvenirs. All these components have influence on cultural tourism management.