Research SignificanceDue To Decreasing Number of Tourists in Nakhonpathom Province

To Develop the Provincial ‘s Strategic Plan of Tourism Promotion: ◦Investigate Thai Tourist Behavior◦Analyze Agricultural Products◦Analyze Tourist Attractions

Core Objectives

Aim is to make NKPT a ‘must see destination’ by:

Establishing a successful brandProvide Farmer with routes to

marketsOffer Local People guidance and

supportPromote a greater understanding

of tourism in Community

Research Questions 1. What are the Thai Tourists Behaviors of Buying

Agricultural products and Tourist Attractions in Nakhonpathom Province?

2. What are the Top-Five Brand of Agricultural products and Preferred Tourism Attractions in Nakhonpathom Province?

3. Who are the Key Competitors of Nakornpathom Province regarding the Top-Five Brand of Agricultural products and Preferred Tourist Attractions?

4. What should be the Plan to Promote Agricultural products and Tourist Attractions in Nakhonpathom Province?

Thai Tourist Behavior of the Agricultural Products and Tourist Attractions in Nakhonpathom Province

Situation in Tourism Industry in NKPTSituation in Tourism Industry in NKPT LLiitteerraattuurree RReevviieeww

Top-Five of the Agricultural Products anTourist Attractions in Nakhonpathom Province

Key Competitors of Nakhonpathom Province Regarding the Top-Five Brand of Agricultural Products and Preferred Tourist Attractions

Participatory Action Research-(PAR) by Collaborative Approach of Stakeholders in Community

Survey Research Survey Research by by using using Questionnaire to Questionnaire to 400400Thai TouristsThai Tourists

Provincial Brand Development of Provincial Brand Development of Agricultural Products and Tourist Attractions in Nakhonpathom Province

Questionnaire Survey based onWho is in the target market?What does the consumer buy? Why does the consumer buy?Who participates in the buying? When does the consumer buy?Where does the consumer buy? How does the consumer buy ?

SexSex FemaleFemale 605.605.00

MaleMale

395.395.0%0%

ต่ำ���กว่��21 ปี21 - 30 ปี31 - 40 ปี41 - 50 ปี51 - 60 ปี61 ปีขึ้� นไปี

31 – 40 31 – 40 ปี ปี31.50%31.50%

21 – 30 21 – 30 ปีปี

33.50%33.50%

• AgeAge

Who? Who?

StatusStatus

โสด

สมรส

อย่��ร��ง/หม��ย่

MarrieMarriedd

53%53%

SingleSingle

445.445.0%0%

ปีระถมศึ�กษ�ม�ธย่มศึ�กษ�อน ปีร!ญญ�ปีร!ญญ�ต่ำร#ส$งกว่��ปีร!ญญ�ต่ำร#อ%�นๆ

• EducationEducation

UndergradUndergraduateuate75%75%

High schoolHigh school

25.25%25.25%

OccupationOccupation

น�กศึ�กษ�

ร�บร�ช ก�ร

ค้��ขึ้�ย่

พน�กง�น

แม�บ��น

อ%�นๆ

Business OBusiness O 2 27.50%7.50%

EmployeeEmployee21.50%21.50%

GovernmentGovernment

19.50%19.50%

SalarySalary

ต่ำ���กว่�� 5,001

5,001 - 10,000

10,001 - 20,000

20,001 - 30,000

30,001 - 40,000

40,001 - 50,000

ม�กกว่�� 50,000

5,001 5,001 –– 10,000 10,000

33.50%33.50%

1010,001 ,001 –– 20,000 20,000

25.75%25.75%

ต่ำ���กว่�� ต่ำ���กว่�� 5,0005,000

20.75%20.75%

ที่#�อย่$�ที่#�อย่$�

กที่ม.นค้รปีฐมร�ชบ ร#เพชรบ ร#ส พรรณบ ร#สม ที่รส�ค้รก�ญจนบ ร#อ%�นๆ

BangkokBangkok

38.50%38.50%

อ%�น ๆอ%�นๆ 14.25%14.25%

RatchaburiRatchaburi 12.25%12.25%

NKPTNKPT 10.2 10.25 %5 %

Top-Five Brand of Thai Top-Five Brand of Thai Agricultural ProductsAgricultural Products

อ�นด�บ อ�นด�บ 1 1 PameloPamelo 64.50% 64.50%

อ�นด�บ อ�นด�บ 2 2 Koa-Lam Koa-Lam 58.00% 58.00%

อ�นด�บ อ�นด�บ 3 3 PorkPork 56.50%56.50%

อ�นด�บ อ�นด�บ 4 4 Coconut-JellyCoconut-Jelly 54.00% 54.00%

อ�นด�บ อ�นด�บ 5 5 Preserve PorkPreserve Pork 49.50% 49.50%

1122

33

4455

Pamelo

Koa-Koa-LamLam

( glutinous rice roasted in bamboo joints )( glutinous rice roasted in bamboo joints )

PorkPork

CoconutCoconut-Jelly-Jelly

Preserved Preserved PorkPork

Amount of Money Spent Amount of Money Spent each time each time

ต่ำ��� กว่�� 200

201 - 400

401 - 600

601 - 800

801 - 1,000

ต่ำ� งแต่ำ� 1,000

201 201 –– 400 400

40.75%40.75%

401 401 –– 600 600

24.75%24.75%

Who does Participate in Buying?Who does Participate in Buying?

ต่ำนเอง

เพ%� อน

ค้รอบค้ร�ว่

ที่�ว่ร1

อ%�นๆ

SelfSelf

64.75%64.75%

FamilyFamily 28.25% 28.25%

Product Information ChannelProduct Information Channel

บร!ษ�ที่ที่�ว่ร1Internet

ส%�อส!�งพ!มพ1ว่!ที่ย่ /โที่รที่�ศึน1ก�รบอกต่ำ�ออ%�นๆ

Word of Word of MouthMouth

72.70% 72.70%

Why Buying the Product?Why Buying the Product?

4.313.92

3.69

4.223.883.993.88

3.41

4.353.93

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Good Quality

Reasonable Price

Good Packaging

Good Taste

Good Brand

Local Brand

Distribution Center

Road Side

For own Purpose

For Souvenir

Top-Five Tourism Top-Five Tourism Attractions in Attractions in NakhonpathomNakhonpathom11 Pra Pathom Chedi Pra Pathom Chedi 92.80% 92.80%22 Wat Rai KingWat Rai King 80.50% 80.50%33 Rose GardenRose Garden 65.30% 65.30%44 Don Wai MarketDon Wai Market 57.80% 57.80%55 Sanam Chandra PalaceSanam Chandra Palace 47.00% 47.00%

Phra Pathom Chedi

Phra Pathom ChediPhra Pathom Chedi On coming

toward the city, the first glimpse of towering Phra Pathom Chedi is overpowering. It is one of the largest in the world and in Thailand, by far the most holy of all Buddhist structures. Reaching to sky for just half an inch less than 380 feet, the dome shines like pure gold in the sunlight. The highly glazed tiles covering the dome are golden brown in color and were brought from China.

Wat Rai Khing

Wat Rai Khing

This temple is located on the bank of the Nakhon Chaisi River in the vicinity of Amphoe Sam Phran. Luang Pho Wat Rai Khing, the principal Buddha image of the temple, is highly revered by Nakhon Pathom people. An annual worship fair is held in April. This temple is also renowned for its natural fish sanctuary which is the habitat of hundreds of thousands of fish including big catfish which can weigh up to 10 kilogrammes.

The Rose Garden Country Resort

The Rose Garden Country Resort Rose Garden (Country Resort & Thai

Village Cultural Show) Situated on Phetkasem Road about 32 kilometers from Bangkok. With the area cover 60 acres, it facilitate beautiful lawns, gardens, orchards, a first class hotel with swimming pool, restaurants, children's playground and the world-renowned Thai Village Cultural Show which is presented each afternoon. There are for instance, Thai folk dancing, Thai boxing, cock fighting and swo fighting demonstrations. For more information and reservation, please contact Tel: 2953261.

Don Wai Market

Don Wai Market Don Wai Market, situated in Tambon

Bang Kratuek. Behind the Don Wai temple is a market that still retains an appearance of a market dating back to King Rama VI period. The old building is made of wood and located on the banks of the Tha Chin River. Food vendors travel by boats to sell their goods here. Agricultural produce are sold daily from 07.00-18.00. Boats are available for rent for scenic river trips. 

Sanam Chantra Palace

Sanam Chandra PalacePhrabat Somdej Phra Monkut Klao

Chaoyuhua Museum (Sanam Chan Palace) Located in the town of Nakhon Pathom 2 Kms. west of Phra Pathom Chedi.  It occupies an area of about 888 Rais (about 355 acres).  The palace was constructed by command of King Rama VI in the year 1907 when he was the Crown Prince.  Phraya Silprasit supervised the construction which, in the beginning, there were two halls: Phra Thinang Phiman Pathom and Phra Thinang Aphirom Reudi, both halls were granted names on August 27, 1911.  Later, the Ratanasingh altar that was housed in Samakki Mukamat Hall was adorned with the royal umbrella on June 7, 192

Who does Participate in Who does Participate in Buying?Buying?

ต่ำนเองเพ%�อนค้รอบค้ร�ว่กร 2ปีที่�ว่ร1อ%�นๆ

SelfSelf

40.50%40.50%FamilyFamily

45.00%45.00%

FriendsFriends 13.50% 13.50%

When do they visit? When do they visit?

ว่�นหย่ ดเส�ร1-อ�ที่!ต่ำย่1ว่�นหย่ ดน�กขึ้�ต่ำฤกษ1ว่�นธรรมด�

Week End Week End 74% 74%

จ��นว่นผู้$�ร�ว่มเด!นที่�งจ��นว่นผู้$�ร�ว่มเด!นที่�ง

1 - 3 ค้น4 - 6 ค้น7 - 9 ค้น10 ค้นขึ้� นไปี

4 4 –– 6 6 ค้น ค้น 49.249.25%5%

1 1 –– 3 3 ค้น ค้น36%36%

How often How often

ค้ร� งแรกค้ร� งที่#�สองค้ร� งที่#�ส�มม�กกว่��ส�มค้ร� ง

More than More than 3 60.3 60.25%25%

Stay Overnight?Stay Overnight?

• Where did u Stay?Where did u Stay?

RelativeRelative 62.50% 62.50%

HotelHotel 22.50% 22.50%

NoNo

90%90% พ�ก พ�ก

10%10%

• If YesIf Yes

How Many Day?How Many Day?

2 2 ว่�น ว่�น 60%60%

Where did You get Information?

บร!ษ�ที่ที่�ว่ร1Internet

ส%�อส!�งพ!มพ1ว่!ที่ย่ /โที่รที่�ศึน1ก�รบอกต่ำ�ออ%�นๆ

Word of MouthWord of Mouth 71. 71.50%50%

Revisit again?Revisit again? YesYes 99.20% 99.20%

Reason for visit NakhonpathomReason for visit Nakhonpathom

4.113.874.0643.933.884.03

4.63

3.763.78

0

1

2

3

4

5 Historical/CulturalVarious ActivitiesGood TransportationFamous Ancient CityThai Budhism CenterWay of life Along River SideVarious of Agricultural ProductsRecreationFor Learning/ExperienceThai Traditional Conservation