Tourists’ demographics and their tourism behavior
654 tourists participated in this research. The majority of subjects were female 51.6%, age between 25-34
years 31.9%, single 52.3%, and graduate level 48.6%, details shown in Table 2. The most important reasons in
travelling in the sites, rating on a 7 point scale with 7 as the most important, are purified air ( x =5.67), natural
abundance and nature’s beauty ( x =5.44), UNESCO world heritage site ( x =5.36), and rich variety of wildlife ( x
=5.32). 87.8% of tourists were travelling by themselves, 51.1% were first time visitors, and 80.7% traveled by
private car. Popular tourism activities at the site include trekking (74.4%), wildlife biodiversity (48.4%), and visiting
the waterfall (19.3%). The majority of tourists travel with an additional 5 travel companions, and the average
expenditure is around 65 USD (1 USD = 32 Thai Baht).