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ªí®®—¬∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«

¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å

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FACTORS THAT INFLUENCE THAI TRAVERLESûS DECISION IN CREATIVE TOURISM AT BAAN BANGKHEN

Received: 9 April, 2021 Revised: 29 May, 2021 Accepted: 4 June, 2021  ÿ¥“æ‘¡æå  √ ÿ™“μ‘*

Sudapim Sorasuchart*

 “¬æ‘≥ ªíôπ∑Õß**

Saiphin Panthong**

®‘√“√—μπå ®—π∑«—™√“°√***

Jirarat Jantawatcharakorn***

* π—°»÷°…“ª√‘≠≠“‚∑ §≥–∫√‘À“√∏ÿ√°‘®  “¢“°“√®—¥°“√∏ÿ√°‘®°“√§â“ ¡—¬„À¡à  ∂“∫—π°“√®—¥°“√

ªí≠≠“¿‘«—≤πå

* Master student, Faculty of Business Administration, Master of Modern trade business management, Panyaphiwat Institute of Management

* Email: sudapims@gmail.com

** Õ“®“√¬åÀ≈—° Ÿμ√∫√‘À“√∏ÿ√°‘®¡À“∫—≥±‘μ  “¢“°“√®—¥°“√∏ÿ√°‘®°“√§â“ ¡—¬„À¡à  ∂“∫—π°“√®—¥°“√

ªí≠≠“¿‘«—≤πå

** Professor of Faculty of Business Administration, Modern trade business management, Panyaphiwat Institute of Management

** Email: Saiphinpon@pim.ac.th

***Õ“®“√¬å§≥–∫√‘À“√∏ÿ√°‘®  “¢“ “¢“°“√®—¥°“√°“√§â“∏ÿ√°‘® ¡—¬„À¡à  ∂“∫—π°“√®—¥°“√ªí≠≠“¿‘«—≤πå

***Lecturer of Faculty of Business Administration, Modern trade business management, Panyaphiwat Institute of Management

***Email: Saiphinpon@pim.ac.th

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§«“¡∂¥∂Õ¬‡™‘ßæÀÿ (Multiple Regression Analysis)

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§” ”§—≠: °“√μ—¥ ‘π„®∑àÕ߇∑’ˬ« °“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π Õߧåª√–°Õ∫¥â“π

°“√∑àÕ߇∑’ˬ« 5Aûs

Abstract

The objective of this research is to study 5Aûs of Tourism components that influence Thai touristsû decision in creative tourism at Baan Bangkhen. Questionnaires were used to gather data from December 2020 to January 2021 with the sample of 400 travelers who attended to travel to Baan Bangkhen. Also, this research has been using t-test, f-test analyze. Hypothesis testing is performed using Pearsonûs product moment correlation coefficient and multiple regression analysis.

Hypothesis testing found that different age was related to travel to creative tourism at Baan Bangkhen with statistic significant at 0.05. 5Aûs Tourism which were attraction, amenities, activities and awareness had affected to travel to creative tourism at Baan Bangkhen with statistic significant at 0.01. For accessibilty part, it

had affected to travel to creative tourism at Baan Bangkhen with statistic significant at 0.05 and influencing factor was effective at 62.30.

Keywords: Baan Bangkhen, Creative Tourism, Touristsû Decision, 5Aûs of Tourism

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2. ªí®®—¬Õߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ«‰∑¬ (5Aûs) ‰¥â·°à  ‘Ëߥ÷ߥŸ¥„® (Attraction)

°“√‡¥‘π∑“ß¡“¬—ß·À≈àß∑àÕ߇∑’ˬ« (Accessibility)  ‘ËßÕ”π«¬§«“¡ –¥«° (Amenities) °‘®°√√¡

°“√∑àÕ߇∑’ˬ« (Activities) ·≈–°“√μ√–Àπ—°√—∫√Ÿâ (Awareness) ∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®

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Õ√∑—¬ ‡≈‘»«√√≥«‘∑¬å. (2560) ‰¥â°≈à“««à“ ≈—°…≥–ª√–™“°√»“ μ√å ª√–°Õ∫¥â«¬‡æ» Õ“¬ÿ  ∂“π¿“æ§√Õ∫§√—« √–¥—∫°“√»÷°…“ Õ“™’æ √“¬‰¥â ‡ªìπ‡°≥±å∑’Ë à«π¡“°®–„™â„π°“√·∫àß  à«πμ≈“¥ ¥â“π≈—°…≥–ª√–™“°√ §◊Õ ≈—°…≥–∑’˙૬°”Àπ¥μ≈“¥‡ªÑ“À¡“¬ μ—«·ª√

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Taha Ali, and Ali (2017) ‰¥â°≈à“««à“ ∑ƒ…Æ’Õߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ« 5Aûs

§◊Õ à«πª√–°Õ∫°“√«“ß·ºπ°“√∑àÕ߇∑’ˬ« ‡ªìπ°ÿ≠·®∑’Ë∑”„Àâ°“√∑àÕ߇∑’ˬ«ª√– ∫§«“¡ ”‡√Á®

ª√–°Õ∫‰ª¥â«¬ ·À≈àß∑àÕ߇∑’ˬ« (Attraction) °“√‡¢â“∂÷ß (Access) °“√Õ”π«¬ ‘Ëߧ«“¡ –¥«°μà“ß (Amenities) ∑’Ëæ—° (Amenities) °“√√—∫√Ÿâ (Awareness)

Roday, Biwal, and Joshi (2009) ‰¥â°≈à“««à“ Õߧåª√–°Õ∫°“√∑àÕ߇∑’ˬ« 5Aûs

«à“¡’§«“¡ ”§—≠¡“° ‡æ√“–‰¡à¡’°“√∑àÕ߇∑’ˬ«·∫∫‰Àπ∑’ˉ¡à¡’®ÿ¥À¡“¬ª≈“¬∑“ß ª√–°Õ∫

‰ª¥â«¬ °“√‡¢â“∂÷ß·À≈àß∑àÕ߇∑’ˬ« (Accessibility) §◊Õ °“√§¡π“§¡√–À«à“ß°“√‡¥‘π∑“߉ª¬—ß  ∂“π∑’Ë®ÿ¥À¡“¬ μ≈Õ¥®π∂÷ß°“√‡¥‘π∑“ß¿“¬„πμ—« ∂“π∑’Ë∑àÕ߇∑’ˬ« ∑’Ëæ—° (Accommodation)

§◊Õ ∫∑∫“∑»Ÿπ¬å°≈“ß„π°“√∑àÕ߇∑’ˬ« ∑’Ëæ—°∑’Ë –Õ“¥∂Ÿ° ÿ¢≈—°…≥–  ‘ËßÕ”π«¬§«“¡ –¥«°

(Amenities) §◊Õ  ‘ËßÕ”π«¬§«“¡ –¥«°μà“ßÊ∑’ËμÕ∫ πÕߧ«“¡μâÕß°“√¢Õßπ—°∑àÕ߇∑’ˬ«

·À≈àß∑àÕ߇∑’ˬ« (Attraction) §◊Õ ®ÿ¥À¡“¬ª≈“¬∑“ß°“√∑àÕ߇∑’ˬ« ·≈–°‘®°√√¡ (Activity)

§◊Õ°‘®°√√¡∑’ˇ°‘¥¢÷Èπ√–À«à“ß°“√∑àÕ߇∑’ˬ«

ª≥‘»“ ¡’®‘𥓠(2553) ‰¥â°≈à“««à“°√–∫«π°“√μ—¥ ‘π„®´◊ÈÕ (Buying decision making process) ‡ªìπ¢—ÈπμÕπ„π°“√μ—¥ ‘π„®´◊ÈÕ¢ÕߺŸâ∫√‘‚¿§ ª√–°Õ∫¥â«¬ 3 ¢—ÈπμÕπÀ≈—°

∑’˺Ÿâ∫√‘‚¿§Õ“®¢â“¡À√◊Õ ≈—∫¢—ÈπμÕπμ“¡§«“¡‡À¡“– ¡ ´÷Ëß· ¥ß„Àâ‡ÀÁπ«à“°√–∫«π°“√´◊ÈÕ

‡√‘Ë¡μâπμ—Èß·μà°àÕπ°“√´◊ÈÕ®√‘ß·≈– àߺ≈°√–∑∫μàÕæƒμ‘°√√¡¿“¬À≈—ß°“√´◊ÈÕ ª√–°Õ∫‰ª¥â«¬

¢—ÈπμÕπ„À≠à 3 ¢—ÈπμÕπ ¢—ÈπμÕπ·√° §◊Õ ¢—Èπ°àÕπ°“√´◊ÈÕ (Prepurchase stage) ¢—ÈπμÕπ∑’Ë Õß

§◊Õ ¢—Èπ°“√´◊ÈÕ (Purchase stage) ·≈–¢—ÈπμÕπ∑’Ë “¡§◊Õ ¢—Èπ¿“¬À≈—ß°“√´◊ÈÕ (Post purchase stage)

Grewal and Levy (2013) ‰¥â°≈à“««à“ °√–∫«π°“√μ—¥ ‘π„®°“√´◊ÈÕ¢ÕߺŸâ∫√‘‚¿§ §◊Õ

¢—ÈπμÕπμà“ß Ê ∑’˺Ÿâ∫√‘‚¿§μâÕߺà“π π—∫μ—Èß·μà°àÕπ°“√´◊ÈÕ √–À«à“ß∑’Ë´◊ÈÕÀ√◊Õ„™â ·≈–¿“¬À≈—ß®“°

°“√´◊ÈÕ·≈–„™â ª√–°Õ∫¥â«¬ °“√μ√–Àπ—°∂÷ߧ«“¡®”‡ªì𠧫“¡μâÕß°“√ (Need recognition)

‡ªìπ¢—ÈπμÕπ·√°„π°“√μ—¥ ‘π„®´◊ÈÕ¢ÕߺŸâ∫√‘‚¿§ ®“°π—Èπ‡¢â“ Ÿà«‘∏’ °“√§âπÀ“¢âÕ¡Ÿ≈ (Information searching) ‚¥¬ºŸâ∫√‘‚¿§®–∑”°“√§âπÀ“¢âÕ¡Ÿ≈®“° 2 ·À≈àߥ⫬°—π §◊Õ °“√À“¢âÕ¡Ÿ≈®“°¿“¬„π (Internal Search for information) §◊Õ§«“¡∑√ß®”¢ÕߺŸâ∫√‘‚¿§‡Õ߇°’ˬ«°—∫μ—« ‘π§â“∫√‘°“√

√«¡‰ª∂÷ߪ√– ∫°“√≥åμà“ß Ê ∑’ˇ§¬´◊ÈÕÀ√◊Õ„™â¡“°àÕπ„πÕ¥’μ ·≈–°“√§âπÀ“¢âÕ¡Ÿ≈®“°¿“¬πÕ°

(Internal search for information)

°√Õ∫·π«§‘¥„π°“√«‘®—¬

«‘∏’¥”‡π‘π°“√«‘®—¬

ª√–™“°√∑’Ë„™â„π°“√«‘®—¬§√—Èßπ’È ‰¥â·°à π—°∑àÕ߇∑’ˬ«™“«‰∑¬π—°∑àÕ߇∑’ˬ«™“«‰∑¬

∑’Ë¡“∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å∫â“π∫“߇¢π °√ÿ߇∑æ¡À“π§√ °≈ÿà¡μ—«Õ¬à“ß∑’ˇªìππ—°∑àÕ߇∑’ˬ«

™“«‰∑¬∑’Ë¡“∑àÕ߇∑’ˬ«·∫∫‡™‘ß √â“ß √√§å∫â“π∫“߇¢π °√ÿ߇∑æ¡À“π§√ „™â«‘∏’°“√°”Àπ¥

¢π“¥°≈ÿà¡μ—«Õ¬à“ß  “¡“√∂§”π«≥‰¥â®“° Ÿμ√‰¡à∑√“∫®”π«πª√–™“°√ (Infinite Population)

¢Õß Cochran °”Àπ¥√–¥—∫§«“¡‡™◊ËÕ¡—Ëπ√âÕ¬≈– 95 ·≈–√–¥—∫§à“§«“¡§“¥‡§≈◊ËÕπ √âÕ¬≈– 5 (¡“√¬“∑ ·≈–ª√“≥’  «— ¥‘ √√æå, 2557) °“√»÷°…“§√—Èßπ’È°”Àπ¥°≈ÿà¡μ—«Õ¬à“ß 385 μ—«Õ¬à“ß

‚¥¬¡’§«“¡º‘¥æ≈“¥‰¡à‡°‘π√âÕ¬≈– 5 ∑’Ë√–¥—∫§«“¡‡™◊ËÕ¡—Ëπ√âÕ¬≈– 95 ‡æ◊ËÕ –¥«°„π°“√

ª√–‡¡‘π·≈–«‘‡§√“–Àåº≈¢âÕ¡Ÿ≈ ®÷ß„™â¢π“¥°≈ÿà¡μ—«Õ¬à“ß∑—ÈßÀ¡¥ 400 μ—«Õ¬à“ß ´÷Ëß∂◊Õ‰¥â«à“ºà“π

‡°≥±åμ“¡‡ß◊ËÕπ‰¢°”Àπ¥ §◊Õ ‰¡àπâÕ¬°«à“ 385 μ—«Õ¬à“ß ‚¥¬°“√‡≈◊Õ°μ—«Õ¬à“ß·∫∫‰¡àÕ“»—¬

§«“¡πà“®–‡ªìπ (Non - probability Sampling) ¡’«‘∏’°“√‡≈◊Õ°‡°Á∫¢âÕ¡Ÿ≈·∫∫∫—߇Ց≠ (Accidental ªí®®—¬¥â“πª√–™“°√»“ μ√å

1. ‡æ» (Gender) 2. Õ“¬ÿ (Age)

3.  ¿“π¿“æ (Status)

4. √–¥—∫°“√»÷°…“ (Education) 5. Õ“™’æ (Occupation) 6. √“¬‰¥â (Income)

∑’Ë¡“:  ÿ§π∏å ª√– ‘∑∏‘Ï«—≤π‡ √’ (2557)

ªí®®—¬¥â“πÕߧåª√–°Õ∫¢Õß

°“√∑àÕ߇∑’ˬ« 5Aûs

1.  ‘Ëߥ÷ߥŸ¥„® (Attraction) 2. °“√‡¥‘π∑“ß¡“¬—ß·À≈àß∑àÕ߇∑’ˬ«

(Accessibility)

3.  ‘ËßÕ”π«¬§«“¡ –¥«° (Amenities) 4. °‘®°√√¡°“√∑àÕ߇∑’ˬ« (Activities) 5. °“√μ√–Àπ—°√—∫√Ÿâ (Awareness)

∑’Ë¡“: Taha Ail and Ail (2017)

ªí®®—¬¥â“π°√–∫«π°“√

°“√μ—¥ ‘π„®´◊ÈÕ∫√‘°“√

1. °“√√—∫√Ÿâ§«“¡μâÕß°“√

2. °“√§âπÀ“¢âÕ¡Ÿ≈

3. °“√ª√–‡¡‘πº≈∑“߇≈◊Õ°

4. °“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«

5. æƒμ‘°√√¡¿“¬À≈—ß°“√∑àÕ߇∑’ˬ«

∑’Ë¡“: ª≥‘»“ ¡’®‘𥓠(2553)

➠

➠

Sampling)  ÿà¡°≈ÿà¡μ—«Õ¬à“ß®“°π—°∑àÕ߇∑’ˬ«Õ“¬ÿ 18 ∂÷ß 60 ªï „π™à«ß‡¥◊Õπ∏—𫓧¡ 2563 ∂÷ß

¡°√“§¡ 2564 ‡§√◊ËÕß¡◊Õ„π°“√™à«¬‡°Á∫√«∫√«¡¢âÕ¡Ÿ≈„π°“√∑”«‘®—¬„π§√—Èßπ’È §◊Õ ·∫∫ Õ∫∂“¡

·∫àßÕÕ°‡ªìπ∑—ÈßÀ¡¥ 3  à«π §◊Õ  à«π∑’Ë 1 ªí®®—¬ à«π∫ÿ§§≈ ‚¥¬§”∂“¡ à«ππ’È¡’®”π«π 6 ¢âÕ  à«π∑’Ë 2 ·∫∫ Õ∫∂“¡‡°’ˬ«°—∫§«“¡ª√–‡¡‘𧫓¡§‘¥‡ÀÁπ‡°’Ë¬«°—∫Õߧåª√–°Õ∫°“√∑àÕ߇∑’ˬ«

5 ªí®®—¬ ¡’®”π«π 25 ¢âÕ ·≈– à«π∑’Ë 3 ·∫∫ Õ∫∂“¡‡°’ˬ«°—∫°√–∫«π°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«

¡’®”π«π 5 ¢âÕ ‚¥¬„™â√–¥—∫«—¥¢âÕ¡Ÿ≈ª√–‡¿∑Õ—μ√“¿“§™—Èπ (Interval Scale) «—¥√–¥—∫§«“¡

§‘¥‡ÀÁπ‡ªìπ¡“μ√“ à«πª√–¡“≥§à“ (Rating Scales) ∑—Èß ‘Èπ 5 √–¥—∫ ‚¥¬ √–¥—∫ 1 À¡“¬∂÷ß

¡’√–¥—∫§«“¡§‘¥‡ÀÁππâÕ¬∑’Ë ÿ¥ ®π∂÷ß √–¥—∫ 5 À¡“¬∂÷ß¡’√–¥—∫§«“¡§‘¥‡ÀÁπ¡“°∑’Ë ÿ¥

´÷Ëß·∫∫ Õ∫∂“¡‰¥â∑”°“√∑¥ Õ∫§«“¡‡∑’ˬßμ√ß (Validity) ‚¥¬¡’ºŸâ∑√ߧÿ≥«ÿ≤‘®”π«π 3 ∑à“π ª√–‡¡‘π·∫∫ Õ∫∂“¡∑ÿ°¢âÕ ‰¥â§à“¥—™π’§«“¡ Õ¥§≈âÕß (IOC) √«¡¡’§à“Õ¬Ÿà∑’Ë 0.89 ¡“°°«à“

0.5 ™’È„Àâ‡ÀÁπ«à“·∫∫ Õ∫∂“¡π—Èπ Õ¥§≈âÕßμ“¡«—μ∂ÿª√– ß§å (ª√– æ™—¬ æ ÿππ∑å, 2555) ·≈–

‰¥â∑”°“√°“√∑¥ Õ∫§«“¡‡™◊ËÕ¡—Ëπ (Reliability) ¢Õß·∫∫ Õ∫∂“¡ 30 ™ÿ¥ ‰¥â‡°Á∫¢âÕ¡Ÿ≈®“°π—°

∑àÕ߇∑’ˬ«∑’ˇ¥‘π∑“ß¡“∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‡ªìπ§π≈–°≈ÿà¡°—∫°≈ÿà¡μ—«Õ¬à“ß®√‘ß

§à“§«“¡‡∑’ˬߠ—¡ª√– ‘∑∏‘Ï·Õ≈ø“¢Õߧ√Õπ∫“§ (Cronbachûs Alpha) ‰¥â§à“√«¡‡∑à“°—∫

0.905 ¡“°°«à“ 0.70 ™’È„Àâ‡ÀÁπ«à“ ·∫∫ Õ∫∂“¡¡’§«“¡‡∑’ˬßμ√ß (Reliability) ºŸâ«‘®—¬®÷ß  “¡“√∂„™â‡ªìπ‡§√◊ËÕß¡’„π°“√«‘®—¬‰¥âÕ¬à“ß¡’ª√– ‘∑∏‘¿“æ ºŸâ«‘®—¬‡°Á∫¢âÕ¡Ÿ≈¥â«¬μπ‡Õß®“°π—°

∑àÕ߇∑’ˬ«∑’ˇ¥‘π∑“ß¡“∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π „π√Ÿª¢Õ߇հ “√ (Offline) ®”π«π 400 ™ÿ¥ ‚¥¬¡’√–¬–‡«≈“°“√‡°Á∫¢âÕ¡Ÿ≈√–À«à“߇¥◊Õπ∏—𫓧¡ 2563 ∂÷ß ¡°√“§¡ 2564

°“√«‘‡§√“–Àå·≈–ª√–¡«≈º≈¢âÕ¡Ÿ≈„™â ∂‘쑇™‘ßæ√√≥π“ ‰¥â·°à §«“¡∂’Ë√âÕ¬≈– §à“‡©≈’ˬ

 à«π‡∫’ˬ߇∫π¡“μ√∞“π  à«π ∂‘쑇™‘ßÕπÿ¡“π∑’Ë „ ™â „π°“√∑¥ Õ∫ ¡¡μ‘∞“π ‰¥â·°à

°“√«‘‡§√“–À凪√’¬∫‡∑’¬∫§«“¡·μ°μà“ß√–À«à“ß§à“‡©≈’ˬ¢Õß°≈ÿà¡μ—«Õ¬à“ß 2 °≈ÿà¡ ‚¥¬„™â t-Test Independent Sample °“√∑¥ Õ∫ ¡¡μ‘∞“π§à“ ∂‘μ‘∑’Ë„™â §◊Õ °“√∑¥ Õ∫ ∂‘μ‘·∫∫

F-test Independent Sample °“√«‘‡§√“–Àå§à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å‚¡‡¡πμåº≈§Ÿ≥Õ¬à“ß ßà“¬¢Õ߇撬√å —π (Pearsonûs Product Moment Correlation Coefficient) ·≈–°“√

«‘‡§√“–Àå°“√∂¥∂Õ¬æÀÿ§Ÿ≥ (Multiple Regression Analysis) º≈°“√«‘®—¬

¢âÕ¡Ÿ≈ à«π∫ÿ§§≈¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬∑’Ë¡“∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å∫â“π∫“߇¢π

°√ÿ߇∑æ¡À“π§√ ®“°°≈ÿà¡μ—«Õ¬à“ß∑—ÈßÀ¡¥ 400 §π ®“°°“√»÷°…“«‘®—¬æ∫«à“ ºŸâμÕ∫

·∫∫ Õ∫∂“¡ à«π„À≠à‡ªìπ‡æ»À≠‘ß®”π«π 236 §π §‘¥‡ªìπ√âÕ¬≈– 59.00 ¡’Õ“¬ÿ√–À«à“ß 18-22 ªï ®”π«π 148 §π §‘¥‡ªìπ√âÕ¬≈– 37.00  ∂“π¿“æ‚ ¥ ®”π«π 348 §π §‘¥‡ªìπ

√âÕ¬≈– 87.00 °“√»÷°…“Õ¬Ÿà„π√–¥—∫ª√‘≠≠“μ√’ ®”π«π 285 §π §‘¥‡ªìπ√âÕ¬≈– 71.25 ª√–°Õ∫Õ“™’æπ—°»÷°…“ ®”π«π 165√âÕ¬≈– 41.25 ·≈–¡’√“¬‰¥âμË”°«à“ 15,001 ∫“∑ ®”π«π 159 §π §‘¥‡ªìπ √âÕ¬≈– 39.75

√–¥—∫§«“¡§‘¥‡ÀÁπ∑’Ë¡’μàÕÕߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ« 5Aûs ∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√

μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å∫â“π∫“߇¢π „π¿“æ√«¡Õ¬Ÿà

„π√–¥—∫¡“° ·≈–‡¡◊ËÕ‡√’¬ß≈”¥—∫ªí®®—¬√“¬¢âÕ æ∫«à“ ¥â“π°‘®°√√¡ (Activities) ¡’§à“‡©≈’ˬ

√–¥—∫ Ÿß ÿ¥ 3.85 √Õß≈ß¡“ §◊Õ ¥â“π°“√‡¥‘π∑“ß¡“¬—ß·À≈àß∑àÕ߇∑’ˬ« (Accessibility) ¡’§à“

‡©≈’ˬ 3.95 ¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° (Amenities) ¡’§à“‡©≈’ˬ 3.87 ·≈–¥â“π ∂“π∑’Ë¥÷ߥŸ¥„®

(Attraction) ·≈– ¥â“π°“√μ√–Àπ—°√—∫√Ÿâ (Awareness) ¡’§à“‡©≈’ˬ 3.85 º≈°“√«‘‡§√“–Àå¢âÕ¡Ÿ≈‡æ◊ËÕ∑¥ Õ∫ ¡¡μ‘∞“π

 ¡¡μ‘∞“π¢âÕ∑’Ë 1 ªí®®—¬ à«π∫ÿ§§≈ ‰¥â·°à ‡æ» Õ“¬ÿ  ∂“π¿“æ √–¥—∫°“√»÷°…“

Õ“™’æ √“¬‰¥â ∑’Ëμà“ß°—π¡’º≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬‡™‘ß √â“ß √√§å

∫â“π∫“߇¢π∑’Ëμà“ß°—π º≈°“√«‘®—¬æ∫«à“ªí®®—¬ à«π∫ÿ§§≈¥â“πÕ“¬ÿ∑’Ëμà“ß°—π¡’º≈μàÕ°“√μ—¥ ‘π„®

∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢πÕ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.05  à«πªí®®—¬ à«π∫ÿ§§≈

¥â“π‡æ»  ∂“π¿“æ √–¥—∫°“√»÷°…“ Õ“™’æ·≈–√“¬‰¥â ‰¡à¡’º≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«∑’Ë∫â“π

∫“߇¢π ¥—ß· ¥ß„πμ“√“ß∑’Ë 1 μ“√“ß∑’Ë 1 º≈°“√ √ÿª ¡¡μ‘∞“π∑’Ë 1

ªí®®—¬ à«π∫ÿ§§≈∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„® t F Sig.

∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬

‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π

 ¡¡μ‘∞“π 1.1 ‡æ» 0.971 0.438

 ¡¡μ‘∞“π 1.2 Õ“¬ÿ 2.121 0.041*

 ¡¡μ‘∞“π 1.3  ∂“π¿“æ 0.097 0.908

 ¡¡μ‘∞“π 1.4 √–¥—∫°“√»÷°…“ 2.310 0.760

 ¡¡μ‘∞“π 1.5 Õ“™’æ 1.058 0.367

 ¡¡μ‘∞“π 1.6 √“¬‰¥â 1.947 0.086

 ¡¡μ‘∞“π∑’Ë 2 Õߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ« 5Aûs ‰¥â·°à 1) ¥â“π ∂“π∑’Ë¥÷ߥŸ¥„® 2) ¥â“π

°“√‡¥‘π∑“ß¡“∑àÕ߇∑’ˬ« 3) ¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° 4) ¥â“π°‘®°√√¡ 5) ¥â“π°“√μ√–Àπ—°

√—∫√Ÿâ ∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«∑”°“√«‘‡§√“–À剥⥗ßπ’È

°“√∑¥ Õ∫ ¡¡μ‘∞“π‚¥¬°“√«‘‡§√“–Àå À —¡æ—π∏å√–À«à“ßμ—«·ª√ —߇°μ‰¥â∑’Ë®–∑”‰ª

„™â„π°“√«‘‡§√“–Àå‡æ◊ËÕª√–¡“≥§à“æ“√“¡‘‡μÕ√åμà“ßÊ ª√–°Õ∫¥â«¬ μ—«·ª√∑’Ë¡’¡“μ√«—¥·∫∫™à«ß (Interval Scale) ∑—ÈßÀ¡¥ 5 ¥â“π ‚¥¬„™â°“√«‘‡§√“–Àå§à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å‚¡‡¡πμå º≈§Ÿ≥Õ¬à“ßßà“¬¢Õ߇撬√å —π (Pearsonûs Correlation Coefficient) ‡ªìπ‡°≥±å°“√¬Õ¡√—∫«à“

§à“§«“¡ —¡æ—π∏å∑“ß∫«°∑’Ë Ÿß · ¥ß«à“¡’§«“¡ —¡æ—π∏å°—π Ÿß ´÷Ëߧà“∑’Ë«‘‡§√“–À剥⠉¡à§«√¡’§à“ Ÿß

°«à“ 0.800 (r<0.800) À“°¡’§à“§«“¡ —¡æ—π∏å ŸßμâÕßμ—¥ÕÕ°®“°°“√«‘‡§√“–Àå (®‘μμ‘√—μπå

· ß‡≈‘»Õÿ∑—¬, 2558 )

º≈°“√«‘‡§√“–Àå§à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å‚¡‡¡πμåº≈§Ÿ≥Õ¬à“ßßà“¬¢Õ߇撬√å —π √–À«à“ß μ—«·ª√ —߇°μ‰¥â∑—ÈßÀ¡¥ æ∫«à“ μ—«·ª√ à«π„À≠à¡’§«“¡ —¡æ—π∏å°—π∑“ß∫«°‚¥¬¡’§à“

 —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å (r) Õ¬Ÿà„π√–À«à“ß 0.524 ∂÷ß 0.774 ®“°μ“√“ß∑’Ë 2 ∑’Ë· ¥ßº≈°“√

«‘‡§√“–Àå§à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å‚¡‡¡πμåº≈§Ÿ≥Õ¬à“ßßà“¬¢Õ߇撬√å —π‰¡à¡’μ—«·ª√„¥¡’§à“

§«“¡ —¡æ—π∏å¡“°°«à“ 0.800 ®÷߉¡à‡ªìπªí≠À“∑’Ë®–π”μ—«·ª√‰ª«‘‡§√“–Àå∑“ß ∂‘μ‘μàÕ‰ª

¥—ß· ¥ß„πμ“√“ß∑’Ë 2

μ“√“ß∑’Ë 2 §à“ —¡ª√– ‘∑∏‘Ï À —¡æ—π∏å‡æ’¬√å —π (Pearsonûs Product Moment Correlation)

Õߧåª√–°Õ∫¢Õß  ‘Ëߥ÷ߥŸ¥„® °“√‡¥‘π∑“ß  ‘ËßÕ”π«¬ °‘®°√√¡ °“√μ√–Àπ—°

°“√∑àÕ߇∑’ˬ« 5Aûs ¡“¬—ß·À≈àß §«“¡ ·≈–°“√ √—∫√Ÿâ

∑àÕ߇∑’ˬ«  –¥«° ∑àÕ߇∑’ˬ«

¥â“π ∂“π∑’Ë¥÷ߥŸ¥„® 1

¥â“π‡¥‘π∑“ß∑àÕ߇∑’ˬ« 0.660^** 1

¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° 0.596^** 0.715^** 1

¥â“π°‘®°√√¡ 0.774^** 0.704^** 0.694^** 1

¥â“π°“√μ√–Àπ—°√—∫√Ÿâ 0.571^** 0.524^** 0.555^** 0.647^** 1 À¡“¬‡Àμÿ: *r.<0.05, ** r.<0.01

ß“π«‘®—¬©∫—∫π’È„™â°“√«‘‡§√“–À宓°§à“ Tolerance ·≈– §à“ VIF (Variance Inflation Factor) ¢Õßμ—«·ª√μâπ ‚¥¬°”À𥉫â«à“§à“ Tolerance μâÕß¡’§à“¡“°°«à“ 0.10 ·≈–§à“ VIF μâÕß¡’§à“∑’ˉ¡à‡¢â“„°≈⇰‘π 10 º≈°“√«‘‡§√“–Àåæ∫«à“§à“ Tolerance ¢Õßμ—«·ª√μâπ∑’Ë„™â„π°“√

»÷°…“§√—Èßπ’È¡’§à“μ—Èß·μà 0.279-0.551 ·≈–§à“ VIF ¢Õßμ—«·ª√μâπ¡’§à“μ—Èß·μà 1.815 - 3.589

· ¥ß«à“ μ—«·ª√¡’§«“¡ —¡æ—π∏å°—π·μà‰¡à∑”„À⇰‘¥ªí≠À“ Multicollinearity

º≈°“√∑¥ Õ∫ ¡¡μ‘∞“π‚¥¬°“√«‘‡§√“–À姫“¡∂¥∂Õ¬‡™‘߇ âπ·∫∫æÀÿ§Ÿ≥ æ∫«à“

Õߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ« 5Aûs ¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«

™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‰¥â·°à ¥â“π ∂“π∑’Ë¥÷ߥŸ¥„® (Sig. = 0.000)

¥â“π‡¥‘π∑“ß∑àÕ߇∑’ˬ« (Sig. = 0.000) ¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° (Sig = 0.032) ¥â“π°‘®°√√¡

(Sig = 0.040) ¥â“π°“√μ√–Àπ—°√—∫√Ÿâ (Sig = 0.000) Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë√–¥—∫ 0.05

¥—ß· ¥ß„πμ“√“ß∑’Ë 3

μ“√“ß∑’Ë 3 º≈°“√ √ÿª ¡¡μ‘∞“π∑’Ë 2 ªí®®—¬¥â“πÕߧåª√–°Õ∫¢Õß∑àÕ߇∑’ˬ«∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√

μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π

ªí®®—¬Õߧåª√–°Õ∫ 5Aûs S.E. B β t Sig. Tolerance VIF

°“√μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«

§à“§ß∑’Ë -.452 .170 -2.669 .008*

¥â“π ∂“π∑’Ë¥÷ߥŸ¥„® .308 .060 .262 5.149 .000** .369 2.710

¥â“π‡¥‘π∑“ß∑àÕ߇∑’ˬ« .127 .059 .107 2.148 .032* .385 2.596

¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° .173 .059 .142 2.938 .004** .407 2.456

¥â“π°‘®°√√¡ .253 .069 .213 3.644 .000** .279 3.589

¥â“π°“√μ√–Àπ—°√—∫√Ÿâ .222 .045 .203 4.876 .000** .551 1.815 Adjusted R Square = 0.623, F = 130.375, *p<0.05, **p<0.01

À “ ° æ‘ ® “ √ ≥ “ §à “ πÈ” À π— ° ¢ Õ ß º ≈ ° √ – ∑ ∫ ¢ Õ ß μ— « · ª √ Õ‘   √ – ∑’Ë ¡’ Õ‘ ∑ ∏‘ æ ≈ μà Õ ¢ Õ ß π—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π æ∫«à“ ¥â“π ∂“π∑’Ë¥÷ߥŸ¥„®

(β=.262) ‡ªìπμ—«·ª√∑’Ë¡’º≈μàÕ°“√μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«

‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π¡“°∑’Ë ÿ¥ √Õß≈ß¡“ §◊Õ ¥â“π°‘®°√√¡ (β=.213) ¥â“π°“√μ√–Àπ—°

√—∫√Ÿâ (β=.203) ¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° (β=.142) ·≈– Õ—π¥—∫ ÿ¥∑⓬ §◊Õ ¥â“π°“√

‡¥‘π∑“ß∑àÕ߇∑’ˬ« (β=.107) μ“¡≈”¥—∫

Õ¿‘ª√“¬º≈

ªí®®—¬Õߧåª√–°Õ∫¥â“π°“√∑àÕ߇∑’ˬ« 5Aûs ¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õß π—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‚¥¬¡’√“¬≈–‡Õ’¬¥¥—ßπ’È

1. Õߧåª√–°Õ∫¥â“π ∂“π∑’Ë¥÷ߥŸ¥„® (Attraction) ®“°°“√»÷°…“æ∫«à“¡’Õ‘∑∏‘æ≈μàÕ

°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢πÕ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.01 ∑—Èßπ’È

‡æ√“– ∂“π∑’Ë∑àÕ߇∑’ˬ«‡ªìπ ‘Ëߥ÷ߥŸ¥„®·√°„Àâπ—°∑àÕ߇∑’ˬ«®–À“¢âÕ¡Ÿ≈·≈–μ—¥ ‘π„®®–‡¥‘π∑“ß

¡“∑àÕ߇∑’ˬ«  Õ¥§≈âÕß°—∫ß“π«‘®—¬¢Õß «‘™ ÿ¥“ √âÕ¬æ‘≈“ ·≈–ª√’¥“ ‰™¬“ (2558) ∑”°“√

»÷°…“‡√◊ËÕß Õߧåª√–°Õ∫¢Õß∑√—欓°√∑àÕ߇∑’ˬ«∑’Ë¡’º≈μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¢Õß

®—ßÀ«—¥°“à‘π∏ÿå °≈ÿà¡μ—«Õ¬à“ß §◊Õ π—°∑àÕ߇∑’ˬ«™“«‰∑¬∑’Ë¡“∑àÕ߇∑’ˬ«®—ßÀ«—¥°“à‘π∏å®”π«π 400 §π º≈°“√»÷°…“æ∫«à“ Õߧåª√–°Õ∫¥â“π ‘ËßÕ”π«¬§«“¡ –¥«°¡’§«“¡ —¡æ—π∏å·≈–¡’º≈

°√–∑∫μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¡“°∑’Ë ÿ¥ √Õß≈ß¡“ §◊Õ Õߧåª√–°Õ∫¥â“𧫓¡‡ªìπ

¡‘μ√‰¡μ√’ Õߧåª√–°Õ∫¥â“π ∂“π∑’Ë¥÷ߥŸ¥„®¡’º≈μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¢Õß®—ßÀ«—¥

°“à‘π∏ÿå Õ¬à“ß¡’π—¬ ”§—≠∑’Ë√–¥—∫ 0.05

2. Õߧåª√–°Õ∫¥â“π°“√‡¥‘π∑“ß∑àÕ߇∑’ˬ« (Accessibility) ®“°°“√»÷°…“æ∫«à“¡’

Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢πÕ¬à“ß¡’π—¬ ”§—≠

∑“ß ∂‘μ‘∑’Ë 0.05 ∑—Èßπ’ȇæ√“–°“√§¡π“§¡‡¢â“∂÷ß ∂“π∑’Ë∑’Ë –¥«° ∫“¬ ‡™àπ ¡’√∂‰øøÑ“∫π¥‘π

√∂ª√–®”∑“ß„Àâ∫√‘°“√∂÷ß∑’Ë ∑”„Àâπ—°∑àÕ߇∑’ˬ«¡’§«“¡ –¥«°„π°“√‡¢â“¡“∑àÕ߇∑’ˬ«  Õ¥§≈âÕß

°—∫ß“π«‘®—¬¢Õß «‘‰≈«√√≥  «à“ß·°â« (2560) ∑”»÷°…“‡√◊ËÕßÕ‘∑∏‘æ≈¿“æ≈—°…≥å°“√∑àÕ߇∑’ˬ«

Õߧåª√–°Õ∫·À≈àß∑àÕ߇∑’ˬ« ·≈–·√ß®Ÿß„®∑’Ë àߺ≈μàÕ°“√μ—¥ ‘π„®‡≈◊Õ°∑àÕ߇∑’ˬ«μ≈“¥πÈ”¢Õß π—°∑àÕ߇∑’ˬ«™“«‰∑¬ °√≥’»÷°…“μ≈“¥πÈ”§≈Õßæ√–Õߧ凮Ⓣ™¬“πÿ™‘μÕ”‡¿Õ∫“ß∫àÕ ®—ßÀ«—¥

 ¡ÿ∑√ª√“°“√ °≈ÿà¡μ—«Õ¬à“ß §◊Õ π—°∑àÕ߇∑’ˬ«™“«‰∑¬∑’ˇ¥‘π∑“ß¡“∑àÕ߇∑’ˬ«∑’Ëμ≈“¥πÈ”œÕ“¬ÿ μ—Èß·μà 18 ªï¢÷Èπ‰ª®”π«π 120 ™ÿ¥ º≈°“√»÷°…“æ∫«à“ ¿“æ≈—°…≥å°“√∑àÕ߇∑’ˬ« °“√√—∫√Ÿâ Õߧåª√–°Õ∫·À≈àß∑àÕ߇∑’ˬ« ¥â“π°“√‡¢â“∂÷ß·À≈àß∑àÕ߇∑’ˬ« ·≈–·√ß®Ÿß„®¥â“πªí®®—¬º≈—°

 àߺ≈μàÕ°“√μ—¥ ‘π„®‡≈◊Õ°∑àÕ߇∑’ˬ«μ≈“¥πÈ”§≈Õßæ√–Õߧ凮Ⓣ™¬“πÿ™‘μ¢Õßπ—°∑àÕ߇∑’ˬ«

™“«‰∑¬ Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë√–¥—∫ 0.05

3. Õߧåª√–°Õ∫¥â“π ‘ËßÕ”π«¬§«“¡ –¥«° (Amenities) ®“°°“√»÷°…“æ∫«à“¡’

Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢πÕ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.01

∑—Èßπ’ȇæ√“–°“√∑’Ë¡’ ∂“π∑’ˮե√∂∑’Ë “¡“√∂√Õß√—∫π—°∑àÕ߇∑’ˬ«‰¥â ¡’√â“πÕ“À“√‡æ’¬ßæÕ ”À√—∫

∫√‘°“√π—°∑àÕ߇∑’ˬ« ¡’ —≠≠“≥Õ‘π‡∑Õ√å‡πÁμ∑’Ë¡’§ÿ≥¿“楒μÕ∫ πÕߧ«“¡μâÕß°“√¢Õß π—°∑àÕ߇∑’ˬ«„π¥â“π°“√ ◊ËÕ “√∑”„Àâπ—°∑àÕ߇°‘¥§«“¡ª√–∑—∫„®  Õ¥§≈âÕß°—∫ß“π«‘®—¬¢Õß

«‘™ ÿ¥“ √âÕ¬æ‘≈“ ·≈–ª√’¥“ ‰™¬“ (2558) ∑”°“√»÷°…“‡√◊ËÕßÕߧåª√–°Õ∫¢Õß∑√—欓°√

∑àÕ߇∑’ˬ«∑’Ë¡’º≈μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¢Õß®—ßÀ«—¥°“à‘π∏ÿå °≈ÿà¡μ—«Õ¬à“ߧ◊Õ π—°∑àÕ߇∑’ˬ«™“«‰∑¬μ“¡ ∂“π∑’Ë∑àÕ߇∑’ˬ«∑’Ë ”§—≠„π®—ßÀ«—¥°“à‘π∏ÿå ®”π«π 400 §π º≈°“√»÷°…“æ∫«à“ Õߧåª√–°Õ∫¥â“π ‘ËßÕ”π«¬§«“¡ –¥«°¡’§«“¡ —¡æ—π∏å·≈–¡’º≈

°√–∑∫μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¡“°∑’Ë ÿ¥ √Õß≈ß¡“ §◊Õ Õߧåª√–°Õ∫¥â“𧫓¡‡ªìπ

¡‘μ√‰¡μ√’ Õߧåª√–°Õ∫¥â“π ∂“π∑’Ë¥÷ߥŸ¥„®¡’º≈μàÕ°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¢Õß®—ßÀ«—¥

°“à‘π∏ÿå Õ¬à“ß¡’π—¬ ”§—≠∑’Ë√–¥—∫ 0.05 ®‘μμ‘√—μπå · ß‡≈‘»Õÿ∑—¬ (2558)

4. Õߧåª√–°Õ∫¥â“π°‘®°√√¡ (Activity) ®“°°“√»÷°…“æ∫«à“¡’Õ‘∑∏‘æ≈μàÕ°“√

μ—¥ ‘π„®∑àÕ߇∑’ˬ«„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.01 ∑—Èßπ’ȇæ√“–π—°∑àÕ߇∑’ˬ«μâÕß°“√∑’Ë®–À≈∫À≈’°™’«‘μ®”‡® À“ª√– ∫°“√≥å„À¡à Ê  √â“ß ’ —π„Àâ°—∫™’«‘μ¡“°¢÷Èπ  Õ¥§≈âÕß°—∫ß“π«‘®—¬¢Õß Samaraweera and Upekshani (2019) »÷°…“«‘®—¬‡√◊ËÕß °“√«‘‡§√“–À凙‘ߪ√– ‘∑∏‘º≈‡æ◊ËÕμ√«® Õ∫Õ‘∑∏‘æ≈¢ÕßÕߧåª√–°Õ∫

°“√∑àÕ߇∑’ˬ« 5Aûs „π‡√◊ËÕߧ«“¡æ÷ßæÕ„®∑àÕ߇∑’ˬ«„πª√–‡∑» ‡¡◊Õߌ‘°§“¥Ÿ«“ ª√–‡∑»

»√’≈—ß°“ °≈ÿà¡μ—«Õ¬à“ß„™â°“√ ÿà¡μ—«Õ¬à“ß·∫∫ –¥«°®”π«π 485 §π ‚¥¬°“√«‘‡§√“–Àå‚¡‡¥≈

 ¡°“√‚§√ß √â“ß À√◊Õ ∂‘μ‘«‘‡§√“–À姫“¡ —¡æ—π∏å√–À«à“ßÕߧåª√–°Õ∫°“√∑àÕ߇∑’ˬ« 5Aûs

‰¥â·°à ∑’Ëæ—°  ‘ËßÕ”π«¬§«“¡ –¥«°  ‘Ëߥ÷ߥŸ¥„® °“√‡¢â“∂÷ß ∂“π∑’Ë·À≈àß∑àÕ߇∑’ˬ« ·≈–

°‘®°√√¡°“√∑àÕ߇∑’ˬ« º≈«‘®—¬§âπæ∫«à“ ∑’Ëæ—°  ‘ËßÕ”π«¬§«“¡ –¥«°  ‘Ëߥ÷ߥŸ¥„® °“√‡¢â“∂÷ß  ∂“π∑’Ë·À≈àß∑àÕ߇∑’ˬ« ·≈–°‘®°√√¡°“√∑àÕ߇∑’ˬ« àߺ≈‡™‘ß∫«°μàÕ§«“¡æ÷ßæÕ„®„π

°“√∑àÕ߇∑’ˬ«„πª√–‡∑» ‡¡◊Õߌ‘°§“¥Ÿ«“ ª√–‡∑»»√’≈—ß°“

5. Õߧåª√–°Õ∫¥â“π°“√μ√–Àπ—°°“√√—∫√Ÿâ (Awareness) ®“°°“√»÷°…“æ∫«à“¡’

Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π Õ¬à“ß¡’π—¬

 ”§—≠∑“ß ∂‘μ‘∑’Ë 0.01 ∑—Èßπ’ȇæ√“–π—°∑àÕ߇∑’ˬ«™“«‰∑¬„À⧫“¡ ”§—≠°—∫°“√®—¥ ∂“π∑’Ë·∫∫

¬âÕπ¬ÿ§ ·≈–°“√∫√‘°“√¢Õß√â“π§â“¿“¬„π ∂“π∑’Ë∑àÕ߇∑’ˬ«  Õ¥§≈âÕß°—∫ß“π«‘®—¬¢Õß ™◊Ëπ ÿ¡≈

∫ÿπ𓧠(2563) ∑”°“√»÷°…“‡√◊ËÕß °“√«‘‡§√“–À几âπ∑“ߧ«“¡μâÕß°“√·≈–æƒμ‘°√√¡¢Õßπ—°

∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å„π¬ÿ§¥‘®‘∑—≈ °≈ÿà¡μ—«Õ¬à“ߧ◊Õπ—°∑àÕ߇∑’ˬ«™“«‰∑¬‡¢μ°√ÿ߇∑æ¡À“π§√

®”π«π 430 §π º≈°“√»÷°…“æ∫«à“ °“√μ√–Àπ—°√—∫√Ÿâ (Awareness) ¡’§«“¡ —¡æ—π∏å°—∫√Ÿª

·∫∫°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.05

∫∑ √ÿª·≈–¢âÕ‡ πÕ·π–

®“°“√»÷°…“ æ∫«à“ ¥â“πÕ“¬ÿ∑’Ëμà“ß°—π¡’º≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«

‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π∑’Ë·μ°μà“ß°—π Õ¬à“ß¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.05 ∑—Èßπ’ȇæ√“– ∂“π∑’Ë

∑àÕ߇∑’ˬ«∫â“π∫“߇¢πμ—ÈßÕ¬Ÿà„°≈â ∂“∫—π°“√»÷°…“®”π«πÀ≈“¬·Ààß

ªí®®—¬Õߧåª√–°Õ∫¥â“π°“√∑àÕ߇∑’ˬ« 5Aûs °≈à“«§◊Õ ¥â“π ‘Ëß∑’Ë¥÷ߥŸ¥„® (Attraction) °“√

‡¥‘π∑“ß¡“¬—ß·À≈àß∑àÕ߇∑’ˬ« (Accessibility)  ‘ËßÕ”π«¬§«“¡ –¥«° (Amenities) °‘®°√√¡

°“√∑àÕ߇∑’ˬ« (Activities) ·≈–°“√μ√–Àπ—°√—∫√Ÿâ (Awareness) ∑ÿ°Õߧåª√–°Õ∫¡’Õ‘∑∏‘æ≈μàÕ

°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π Õ¬à“ß

¡’π—¬ ”§—≠∑“ß ∂‘μ‘∑’Ë 0.05

¢âÕ‡ πÕ·π–∑’ˉ¥â®“°°“√«‘®—¬

1. ®“°º≈«‘®—¬∑”„Àâ∑√“∫∂÷ßªí®®—¬Õߧåª√–°Õ∫¥â“π°“√∑àÕ߇∑’ˬ« 5Aûs ∑ÿ°Õß§å ª√–°Õ∫¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬‡™‘ß √â“ß √√§å

∫â“π∫“߇¢π ®–‡ªìπ¢âÕ¡Ÿ≈„À⺟âª√–°Õ∫°“√°‘®°“√ ∂“π∑’Ë∑àÕ߇∑’ˬ«∫â“π‡¢π  “¡“√∂𔉪 æ—≤π“°≈¬ÿ∑∏å„π°“√¥”‡π‘π∏ÿ√°‘® ‡°’ˬ«°—∫ªí®®—¬Õߧåª√–°Õ∫¥â“π°“√∑àÕ߇∑’ˬ«∫â“π∫“߇¢π

„Àâ Õ¥§≈âÕß°—∫§«“¡μâÕß°“√¢Õßπ—°∑àÕ߇∑’ˬ«„Àâ¡“°∑’Ë ÿ¥ ∑“ߺŸâª√–°Õ∫°“√μâÕß¡’°“√æ—≤π“

 ∂“π∑’Ë„Àâ¡’§«“¡πà“¥÷ߥŸ¥¡“°¬‘Ëߢ÷Èπ ·≈–√—°…“¡“μ√∞“π¢Õßªí®®—¬∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®

∑àÕ߇∑’ˬ«¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‡æ◊ËÕ‡ªìπ®ÿ¥·¢Áß„π°“√ª√–°Õ∫

∏ÿ√°‘®μàÕ‰ª

2. ®“°º≈°“√«‘®—¬ ¥â“πÕ“¬ÿ‡ªìπ≈—°…≥–¥â“πª√–™“°√»“ μ√å∑’Ë àߺ≈μàÕ°“√μ—¥ ‘π„®

‡¥‘π∑“ß¡“∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π Õ“®®–‡ªìπ‡æ√“–«à“ ∂“π∑’Ë∑àÕ߇∑’ˬ«

‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π μ—ÈßÕ¬Ÿà„°≈âμ”·Àπàß ∂“∫—π°“√»÷°…“ ∑”„Àâπ—°∑àÕ߇∑’ˬ« à«π„À≠à Õ“¬ÿ 18-22 ªï ºŸâª√–°Õ∫°“√§«√®–∑”°“√μ≈“¥‡æ◊ËÕ¥÷ߥŸ¥„Àâπ—°∑àÕ߇∑’ˬ«Õ“¬ÿ°≈ÿà¡Õ◊Ëπ‡¢â“¡“

∑àÕ߇∑’ˬ« ®–‰¥â¡’π—°∑àÕ߇∑’ˬ«∑’ËÀ≈“°À≈“¬°≈ÿà¡ ‰¡à ‰¥â¡’·§à‡©æ“–π—°∑àÕ߇∑’ˬ«™à«ßÕ“¬ÿ„¥

Õ“¬ÿÀπ÷Ëß ‡™àπ  à߇ √‘¡°“√μ≈“¥∑“ß ◊ËÕ‚¶…≥“„Àâ¡“°¢÷Èπ À√◊Õ®—¥∑” à߇ √‘¡°“√¢“¬„Àâ°—∫

°≈ÿà¡∫ÿ§§≈∑”ß“π °≈à“«§◊Õ ∂â“Õߧå°√„¥¡“„™â ∂“π∑’Ë„π°“√¥”‡π‘πß“π ∑“ß∫â“π∫“߇¢π

≈¥√“§“§à“Õ“À“√·≈–‡§√◊ËÕߥ◊Ë¡

¢âÕ‡ πÕ·π– ”À√—∫ß“π«‘®—¬„πÕπ“§μ

1. ‡æ◊ËÕª√–‚¬™πå Ÿß ÿ¥„π°“√«‘®—¬ §«√∑”«‘®—¬Õ¬à“ßμàÕ‡π◊ËÕß „π°“√»÷°…“μ—«·ª√μâπ

„π¥â“πÕ◊Ëπ Ê ‡™àπ ªí®®—¬ à«πª√– ¡°“√μ≈“¥ 7Pûs ‡æ◊ËÕ»÷°…“·≈–‡¢â“„®„π ∂“π°“√≥å¢Õß

∏ÿ√°‘®°“√·≈–‡æ◊ËÕ𔉪‡ªìπÀ≈—°„π°“√∫√‘À“√ ∂“π∑’Ë∑àÕ߇∑’ˬ«„Àâ¡’ª√– ‘∑∏‘¿“æμàÕ‰ª‰¥â 2. „π°“√»÷°…“«‘®—¬§√—ÈßμàÕ‰ª §«√»÷°…“·∫∫‡®“–°≈ÿà¡ À√◊Õ√“¬∫ÿ§§≈¢Õß π—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‡æ◊ËÕ»÷°…“√“¬≈–‡Õ’¬¥

‡®“–°≈ÿà¡¢÷Èπ«à“π—°∑àÕ߇∑’ˬ«·μà≈–°≈ÿà¡¡’§«“¡‡ÀÁπÀ√◊Õ§«“¡æ÷ßæÕ„®„π ∂“π∑’Ë∑àÕ߇∑’ˬ«

∫â“π∫“߇¢π«à“‡ªìπ‰ª„π∑‘»∑“߉Àπ

3.  “¡“√∂∑”°“√»÷°…“°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å‡æ‘Ë¡‡μ‘¡„π®—ßÀ«—¥Õ◊Ëπ Ê ‰¥â

‡π◊ËÕß®“°ª√–‡∑»‰∑¬∑ÿ°®—ßÀ«—¥¡’∑√—欓°√∑“ß ∂“π∑’Ë∑àÕ߇∑’ˬ«∑ÿ°®—ßÀ«—¥ ‡™àπ ßÕ∫πÈ”‡™’ˬ«

À—μ∂°√√¡æ◊Èπ∫â“π ∫â“ππÈ”‡™’ˬ« ®—ßÀ«—¥μ√“¥ «‘∂’ª√–¡ßæ◊Èπ∫â“π Õ”‡¿Õ∫“ß≈–¡ÿß ®—ßÀ«—¥

™≈∫ÿ√’ À√◊Õ‡¡◊Õ߇°à“ ®—ßÀ«—¥πà“π

4. ®“° ¡¡μ‘∞“π¢Õßªí®®—¬Õߧåª√–°Õ∫¢Õß°“√∑àÕ߇∑’ˬ«‰∑¬ (5Aûs) ‰¥â·°à  ‘Ëߥ÷ߥŸ¥„® (Attraction) °“√‡¥‘π∑“ß¡“¬—ß·À≈àß∑àÕ߇∑’ˬ« (Accessibility)  ‘ËßÕ”π«¬§«“¡

 –¥«° (Amenities) °‘®°√√¡°“√∑àÕ߇∑’ˬ« (Activities) ·≈–°“√μ√–Àπ—°√—∫√Ÿâ (Awareness)

∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π º≈°“√»÷°…“æ∫«à“ Õߧåª√–°Õ∫°“√∑àÕ߇∑’ˬ«∑—Èß 5 ¥â“π¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«

‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ºŸâ«‘®—¬®÷ßπ”¡“æ—≤𓇪ìπ‚¡‡¥≈ªí®®—¬∑’Ë àߺ≈μàÕ°“√μ—¥ ‘π„®¢Õß π—°∑àÕ߇∑’ˬ«™“«‰∑¬„π°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å ∫â“π∫“߇¢π ‡æ◊ËÕ„™â‡ªìπ‚¡‡¥≈„π°“√

æ—≤π“ß“π«‘®—¬„π§√—ÈßμàÕ‰ª ¥—ß¿“æ∑’Ë 1

Õߧåª√–°Õ∫¥â“π°“√∑àÕ߇∑’ˬ« 5Aûs

¥â“π ∂“π∑’Ë¥÷ߥŸ¥„®

¥â“π°“√‡¥‘π∑“ß

¥â“π ‘ËßÕ”π«¬§«“¡ –¥«°

¥â“π°‘®°√√¡

¥â“π°“√μ√–Àπ—°√—∫√Ÿâ

¿“æ∑’Ë 1 ‚¡‡¥≈Õߧåª√–°Õ∫°“√∑àÕ߇∑’ˬ« 5Aûs ∑’Ë¡’Õ‘∑∏‘æ≈μàÕ°“√μ—¥ ‘π„®∑àÕ߇∑’ˬ«

°“√μ—¥ ‘π„®

‡¥‘π∑“ß∑àÕ߇∑’ˬ«

➤

➤ ➤

➤ ➤

∫√√≥“πÿ°√¡

®‘μμ‘√—μπå · ß‡≈‘»Õÿ∑—¬. (2558). ‡§√◊ËÕß¡◊Õ∑’Ë„™â„π°“√«‘®—¬. «“√ “√∫—≥±‘μ»÷°…“, 58(12), 21-23.

™◊Ëπ ÿ¡≈ ∫ÿππ“§. (2563). °“√«‘‡§√“–À几âπ∑“ߧ«“¡μâÕß°“√·≈–æƒμ‘°√√¡¢Õßπ—°∑àÕ߇∑’ˬ«

‰∑¬∑’Ë¡’μàÕ√Ÿª·∫∫°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å„π¬ÿ§¥‘®‘∑—≈. «“√ “√∫√‘À“√∏ÿ√°‘®

‡∑§‚π‚≈¬’¡À“π§√,17(2), 155-183.

∑‘æ«√√≥ æÿà¡¡≥’. (2558). Õÿμ “À°√√¡°“√∑àÕ߇∑’ˬ«. °√ÿ߇∑æœ: ¡À“«‘∑¬“≈—¬√“¡§”·Àß.

ª≥‘»“ ¡’®‘π¥“. (2553). æƒμ‘°√√¡ºŸâ∫√‘‚¿§ (Consumer behavior). °√ÿ߇∑æœ: ∏√√¡ “√.

ª√– æ™—¬ æ ÿππ∑å. (2555). °“√«‘®—¬°“√μ≈“¥. °√ÿ߇∑æœ: ∑äÕª‡ÕÁ¥¥Ÿ‡§™—Ëπ.

¡“√¬“∑ ‚¬∑Õ߬», ·≈–ª√“≥’  «— ¥‘ √√æå. (2557). °“√°”Àπ¥¢π“¥¢Õß°≈ÿà¡μ—«Õ¬à“߇æ◊ËÕ

°“√«‘®—¬.  ◊∫§âπ 30 μÿ≈“§¡ 2563, ®“° http://www.fsh.mi.th/km/wp-content/

uploads/2014/04/resch.pdf.

«‘™ ÿ¥“ √âÕ¬æ‘≈“, ·≈–ª√’¥“ ‰™¬“. (2558). Õߧåª√–°Õ∫¢Õß∑√—欓°√∑àÕ߇∑’ˬ«∑’Ë¡’º≈μàÕ

°“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å¢Õß®—ßÀ«—¥°“à‘π∏ÿå. «“√ “√«‘®—¬·≈–æ—≤𓫉≈¬Õ≈ß

°√≥å„πæ√–∫√¡√“™Ÿª∂—¡¿å  “¢“¡πÿ…¬»“ μ√å·≈– —ߧ¡»“ μ√å, 10(3), 197-211.

«‘‰≈«√√≥  «à“ß·°â«. (2561). Õ‘∑∏‘æ≈¿“æ≈—°…≥å°“√∑àÕ߇∑’ˬ« Õߧåª√–°Õ∫·À≈àß∑àÕ߇∑’ˬ«

·≈–·√ß®Ÿß„®∑’Ë àߺ≈μàÕ°“√μ—¥ ‘π„®‡≈◊Õ°∑àÕ߇∑’ˬ«μ≈“¥πÈ”¢Õßπ—°∑àÕ߇∑’ˬ«™“«‰∑¬

°√≥’»÷°…“μ≈“¥πÈ” §≈Õßæ√–Õߧ凮Ⓣ™¬“πÿ™‘μ Õ”‡¿Õ∫“ß∫àÕ ®—ßÀ«—¥ ¡ÿ∑√ª√“°“√.

(°“√§âπ§«â“Õ‘ √–). °√ÿ߇∑æœ : ¡À“«‘∑¬“≈—¬°√ÿ߇∑æ.

«’√–»—°¥‘Ï ‚§« ÿ√—μπå. (2560). ºŸâ∫√‘À“√°√–∑√«ß°“√∑àÕ߇∑’ˬ«·≈–°’Ó„Àâ°“√μâÕπ√—∫√—∞¡πμ√’

«à“°“√°√–∑√«ß°“√∑àÕ߇∑’ˬ«·≈–°’Ó.  ◊∫§âπ 30 ¡°√“§¡ 2563, ®“° https://

www.mots.go.th

»‘√‘«√√≥ ‡ √’√—μπå, »ÿ¿√ ‡ √’√—μπå, ª≥‘»“ ¡’®‘π¥“, ®‘√–«—≤πå Õπÿ«‘™™“ππ∑å, ·≈–Õ√∑—¬ ‡≈‘»

«√√≥«‘∑¬å. (2560). °“√∫√‘À“√°“√μ≈“¥¬ÿ§„À¡à (Marketing management).

°√ÿ߇∑æœ :∏√√¡ “√.

 ¡æß…å æ‘»“≈°‘®«π‘™. (2560). ‰∑¡å·¡™™’π Ÿà«—π«“π ‡ªî¥ ç∫â“π∫“߇¢πé ∑’Ëæ—°°“¬∑’ËμâÕß

°¥‰≈§å√—« Ê. ◊∫§âπ 15 °ÿ¡¿“æ—π∏å 2564, ®“° https://mgronline.com/onlinesection/

detail/9600000016521

 ÿ§π∏å ª√– ‘∑∏‘Ï«—≤π‡ √’. (2557). ≈—°…≥–∑—Ë«‰ª¢Õߪ√–™“°√»“ μ√å.  ◊∫§âπ 15 惻®‘°“¬π 2563, ®“° http://www.sukon.cmustat.com/STAT208343/chap1_343.pdf  ÿ¥·¥π «‘ ÿ∑∏‘≈—°…≥å ·≈–§≥–. (2556). °“√∑àÕ߇∑’ˬ«‡™‘ß √â“ß √√§å creative tourism.

°√ÿ߇∑æœ: Õߧ尓√∫√‘À“√°“√æ—≤π“æ◊Èπ∑’Ë摇»…‡æ◊ËÕ°“√∑àÕ߇∑’ˬ«Õ¬à“߬—Ë߬◊π (Õߧ尓√¡À“™π).

Õߧ尓√∫√‘À“√°“√æ—≤π“æ◊Èπ∑’Ë摇»…‡æ◊ËÕ°“√∑àÕ߇∑’ˬ«Õ¬à“߬—Ë߬◊π. (2561). °“√∑àÕ߇∑’ˬ«

‡™‘ß √â“ß √√§å. °√ÿ߇∑æœ: ‚§§Ÿπ ·Õπ¥å ‚§.

Grewal & Levy. (2013). M start here. New York: McGraw-Hill.

Samaraweera, K., & Upekshani, Y. (2019, December 18). An empirical analysis to investigate the influence of 5Aûs on domestic touristsû satisfaction in Hikkaduwa, Sri Lanka. Retrieved from https://www.researchgate.net/

publication341277208_An_empirical_analysis_to_investigate_the_

influence_of_5Aûs_on_domestic_touristsû_satisfaction_in_

Hikkaduwa_Sri_Lanka

Roday, S., Biwal, A., & Joshi, V. (2009). Tourism: Operations and management.

England: Oxford University Press.

Taha Ali, Taha, & Ali, Taha. (2017). GIS-based DSS data model business tourism in Sudan, Alzaeim Alazhari University, Khartoum. Sudan, Sudanese Journal of Computing and Geoinformatics (SJCG), 1(1), 105-107.