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GUIDES' ROLES TO PROMOTE TOURISTS'
CONSCIOUSIT{ESS
ON
CONSERVATryE
TotrusM : A cAsE sruDY oF TIIE fiIAI EcoTouRrsM
Ar.ID AD\IENTLIRE
TRAVEL ASSOCTATToN ). nflcflrruRrrnaruqruivrnfifluf,
n-nrin:rar un,Hd or
M'A', c*A.s., rirfu fofirnrurqa, Ph.D., ourf,nfi'firuntlufu,
nu.tJ. 155 rrfi.
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Copyright by Mahidol University
iiEfi ninsrfis
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qgT3?S SHH)A{
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insrfinudre
MA.IOR:ENVIRONMENIAL EDUCAIION;I'IIA
TENVIRONME\MAL EDUCATION)
KEY
WORDS
:
ROLE/TOITRII|TGITTDES/PROMOTION
CONSCIOUSNFSS / CONSERVATI\IE TOTJRISM
PI,NTHIP ATIPI'NCHAPONG: TOIJR]ST GI'IDES' ROLES TO
PROMOTE TOURISTS,
CONSCIOUSNESS oN CONSERVATI\IE TouRrSlM A
: CASE STITDy OF TIIE TIIAI
ECOToIJRTSM
AI{D AD\IENTIRE
TRATTEL
Ass@IArroN. TFIFSIS ADvIsoRs : TrppA}iI NAvAwoNcs, MA-
C.A.S. TIIAWATCHAI CHAUTRACI{.{YAKUI4 Ph.D. A]\{ORNSAK
PMONI{ANO}I{AI,
I{.A"
I55 P.
rsBN 974,-664-567{
The purposes ofthis resanch wero to study tourist guides' role to promote
tourisb, consciousness on
cmservative
toudsa The relatimhip
between tourist guides'
role
and relabd factus, i@luding problems,
ohhcle
and snggestions werc innwtigabd. The bryet population for this study
werre 122 tourist cuides in
trdrel,agencies, which werE m€mbers of the Thai Ecotoudse and Advmture
Travel Assooiation (TEATA).
nspresemtive of relaled groups were also studie{ including: other eryloyee
of travel agencies, suts
csimifiE€sonproducingtouristguidemisingcortrs€sr conmrmity leaden and local people
frorm Bann
Ilnong Kaw community in Kanchanaburi Prcvince, Daiawere collectod by using questionnairw
and scheduled
imvim
Dataweremalyzedbyprcenage,arirheticmean,sEndarddwiationand
mod6.
Thestarfufics
ofc,hi- square tese were wed fortesting the h5potheses.
Resulb indiGabd that tourist guides' mle perfomance
coB€native tourism was at a mod€rate
lwel
b
prcmote tourisb' consciousnss on
Their mle as knowledge providers and leade6 or motivatss for
approeriate tourism was performed reguttrty. Their role as activity and experience organizers to raise
tourisb'
conssiolMss on conwrvation uras performed occasionally. Tourbt guidss had a low lwel of acsess m
nsssages cms€rning consenatirre tourism s€nt though mass
role
media Facton which statistically a&cted their
werc access !o related mass media information and knowledge of consermtive tourism al &e 0.05
hoblems and obstacles in performing their roles to promot€ consciousness were touris6' lack
ignorance on conservative
toudsq guid€s' lack of knowtedger
experiences and notivational
lwel
of inter€st and
skill !o lead a
conservative tour.
Ascording to the rcsults' there should be more disseminated information and public relation
eanpigns on consenrdive tourlsn th$ugh ths
'nass neAia, $rypored inservice baining cou$es for guides
o
ecolory, conssnatioilt, md other relaled srbjects as well as techniques for ralsing sotrssiousoess. Nature-
mlatedinformation aod infierpretativepnogra.msfoleaming shouldbprepared.
conholledand wellpreparred.
stadax& oftoursshouldbe
Copyright by Mahidol University
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fiuffind oiilqonrf
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17 26.6 30 6.s 17 26.6 & loo
29 23.8 ie 45.9 37 303 t22 lm
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Copyright by Mahidol University
gJA.AqJ
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flanDiils /90
n'n'rit 19 n?1udrJfruS:su'irsuyrurnrouinqrvrsdlunr:d.rraiu6ndrfinfluorq
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3 r4.3 l0 47.6 8 38.1 2t
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Chi-square :0.136
df:2
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100
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p:0.934
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rmvfr
dolunrtldlrre nu'ir unurytto{trinqrvror{lunr:duffiu6odrfinhiduoSifiueorunrtdu?d
Copyright by Mahidol University
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nr:t2lnnudruf,ud:sn'irwnrrrv,iirt5rifio:'srorfnqrvrsdfiu:sdunrdnsr
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29 23.8 56 45.9 37 303 122 100
Chi-sqnare
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12 2t.4 27 482 t7 30.4 56 100
r7 25.8 29 43.9 20 30.3 66 100
29 23.8 56 45.9 37 30.3 122 100
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Chi-square = 0.359
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:cdudr n'rrudrdu dunnauuurrlrfluda:cgioriurgildl{umnnc,ouinqrvrarilunr:rir
Copyright by Mahidol University
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Copyright by Mahidol University
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uolflnlnnao u?tmnumol|ltna
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0.030
' P<0.o5 by Mahidol University
Copyright
53541
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flurnfio 0!uqor|{u
flnnr:i60 / 94
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arurnilfr ffi rruld
na:fi nr: rnuun d rh c mdilfr'udrdelri'cirrar: rduafiunr:rio,r rdursdrq
orlindlournnrcnr{lvnfrflf , rrftdsfiur{l m:ar:l finuar:l#ulodu rnrlrrfluumris{oqa
t
r
I v
lst
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rTnqrvraridornr:trnfi qn
4.
rinquradd
ov
arur: orlfl ffi qru'tffi
d
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dsriuTsna:iinr:nneourrnrlrurflu:vuv
os doqfi
nr:r{orurnupso $nnonranr
rdodoorgnr:rflurYnqrvrsr{ racflerrduumuryr
lunr:t#nrrrufrdodutr:ilrnffin0r nrroqind rdorJqnilrl#rinrioqduafiindrfinda*o
qurirmw::um6 neu{lrlfiunr:eirqnarrifu Hotouririnrio.rriiu?
5. frnrlrrjfioctltiutv?narrfidrnfiu:cilufi r?fl duqnrr:ilnfi
rncrnnfi n
Copyright by Mahidol University
ri'udfindoiilqtrnd
alJarnnr:ifiouasdsnusuug /
rze
dsrfu6.rna:finr:nncslil'rntlurflursus rdoeioorgnr:rflurinqrvrcd uacnr:nluunuryr
lunr:h?nrrlfrdurfiurtt!ilfienur nrrorlind
rdorlqnfl.rl#finvio,rrdurfi6ndrfindaAe
rlarrirmrr::runfi nau{hlfiun'Ed$.r{n?.rrufiorotuuifinriorrdor
5.
f,n rl
r{fi o c?rm iu l#nmru fidurdu
i6 nrrlunr:a$rstndrfi nlu nrryis{
6.
os {orruorucahn
o.g.
t
rd
: v uu
u^r'r
s dilq
n
! r : rlfi 6un
sm
nfi o
ursdrro qinduririnq mad
risraiul#fr rinrtrrvradfrotfiu ( rocar cuide)rurndu
Yunu? ffcn 9ssiolil
nr:fi nrrflnuriftrunurtt o{rinqrvrarilu6rq ornrn niu umurntunr:
nrrlf
tf
unurnfnsrgind unurnlunrrrlqnil.rfroun fi lu rdoqarrirmr rrr unfi nrlr]ul#
rfiun:rtdrdqtomnrnueordor louef,nrr6u:ru:ar{oqarnnroli6 rqiu nrrdunrstf nrr
dsmnuuufi
rirudu rdslfldfroryudr.l6riho?o
6. 3.2 nr:fi nr:ifiurmvfiour{frodrniult?nerlfiduafiu:suufireo
rung
erur;ar::lrrfi
rilnfin iGnr:tunr:a9rqindrfinlunrnimffi uaodrtorlYndurirTnqrvror{
6.3.3 na:finr:iffurduafiunnun$oilc,o,rnnrirvioqrfiurcirr"rlunr::o,ri:.rnr:yisq
itet
ryru?ou'l{lou:nu
o.r.a nr:fi nrrii'urduefiu uurnrr uluurutoqailrfl {rudfi narufi sac?o{lunr:
ariucqu rilrc6rulfiqnnnrfisrindrfinlunr:viorrdumdrsoqind rriru{rueirst'lduri n:ru
rjrlfi
n:cm:r{flnurinr:
fltsyr:?rru?rrntnu o{r{nr:uiilr:rirudrua nr:vio,rrfiuauri.:
il:crnnlnu rfludu
Copyright by Mahidol University
riEfi nin srfiu uufi norfiorfi na
rns.u.
.
(ii{rr?ndolflnur) I
rzs
u?mnqnfll
nual qfli:or.1zsre1. nq6nrrilnrrrioqffiuailo'lqnesillunl{rilnililrun:fifieionrroqind
fi q uandorutuaorudrisrrdue.
ivrurftrudrJiqqrdtnuqren:urrriorfi
n
elt'rfiou.udou riarfi nivrg'lf,u unrinurduufioa.
nr:riorrfiuaurisrj:srmslvru.(253e). rdua'trhirlyru...inlnurtefiu.
tfiur{nftiirl.
nq{tlvl?1lJl4'lUn: : !.il.n.
nr:yioqrdue$riqil:crvrs'tvru.(253s). enrunr:nilmguueldunrrris.rrdueffiiffJ:crnclnu.
mer:nr:viorrfi
ua. 14(
l).
nrrrioqrduawisil:crmatvru.(2539). udnqn:rurn:Srunr:su:rufnqmad.
il:cnra
nr:riorffi muriqJ: s rnqlnu.
nr:riosrfi ulniq:J:srilo1ns.(2541). ildnqn:ilrn:grunr:ou:ilfinqrmsd.
il:cnro
nr: riorrd gtpi'rrj:s rna'tilu(d,iil6il).
lfiorfi n€rrr:.(zslg). umurmilo{ng:gdurirCIilflnur $nnr:f,nursftfieion'Hrisrffiilnr:
o
r{indfi q nandou.
f, nur.rior
r'vr
urfi nuirliq qrf, ns'rmdn: il?,rrrisrfi
n
orc,ra{$andoil
fi nivr endu il il rifl r,rdoufi na.
lnf,uvrf Ssaurfrud. Qs2r).nr:flnurilq?rrnnuaffJ:nrflufiu$oqdsuandou.rliryqrfirnuf
qufi riorfin. crc,rf,nurd'reni rnrivr0rdudiun?uvr:i1:fl
oiuvrf mfifnri, esrT).:urfrrv{vrrriEnnrrfinurtnivrur
ilrscrufin:.
vrnf,nur fiwr qtdnsrmsduvrur
n1:. nl{rvnfl rJlt'luni t lerdsuelnf.
oiq ntnm g{zszo).nrru{rlord0afiudrnu1ilu. n?{tnfl il?r'rurn : Ior60ualnf.
sorn:tri duisl:oritzsrz).
rinqrvrar{. ronar:nr:su:ilrTor$usdvTahj duda. unrivrurdu
rfrwtuil. nriu:Jiurlq{rdlc,nrriil
fi n ur qr::oriilCI $ns no{i ffurJ:s
rfi
zsss.
una n:rufrouqusu.(25
10).
fi'om :n?runmil i{ uvrilm
qrsr#orurnr. o0lsnrnJRr:frorurnr,ir?ru$nsrdr?rfird:g6'udrrRo?r:siln:. I:s
firrrddruvlotfiu.
aigvrrd {n6. (zs+r). rdua6orlvro...lrJorh$idrfin. d::d'Es. (fiqurou 254r:ossfirlmu
uouri r- +) .
Copyright by Mahidol University
oJAJ^dJ
ilulnfis oluq0il{u
ut:Br1ufnlr / 126
nr:fi tiun:rqo.(2532). narilf,uagnrrudnrfi
uq,osil:gensurd0afiunr:suind
in grn: r rr u rr fi lu rq, n inu rfru {frn {fl r rnr rfi ua-n rryiltj. ?vr urfi fl ufiJiq
eYrnuerrcn:lnrriilfi n elrldEu.ndou riarfi ninurdu ilfi riilurdurufinn.
n
m
Is cruru
rgr
uvi. (zszo).tjvnr{n:ru6n?mur. nl {tvnlrur4lnnr : ls rduuclnd.
6uorr inuYiafi
u.(zs3 t). freu
fiuuurrdordquandoilnrAonr:ouindunriqyiorrdur. ln:rnrrfiorfi nflnsr nrnign
f,nuraranf nil gdsnunnenfimrurluuffianf ililrivrurduufi on.
vYcur rlqvro{. (2524). vrqufiuvruril : rlJ?n?'ru6nunsnr:frlrJt#luimdnne,rura.
?1rrnr?{ur1nn. (qarnu
- frurrnru
zsz+
nfii
gs).
-,-rfiuufiu tt?ffiqa.(zsrs). uyturilr,o{il:generuludsqfiudfreisnr:oqinddr$andsufiailn::u
n:fi dnurrl:ffiyrfiunuil{q unsd:rarndarurffi ft il inuiiild. ivrurfinuf
rliqqrivrnffi
dsrru?rrriarfi
sr
arclrrnn
lula6nr:uirar:8qrnodot riarfi
n
ivrsrdu uilrinurfrurufrnn.
r:rugqig
vriqa.(zs3o). nr:f,nuruqn^n::ilnr:oqindenrfl $rndsileruarmrorsqroq
rj:sflrurflnurrnfl rgn:d6fi rnl#cauartr:aglunlqrmfl ililrun:. ivrsrfiflud
rJirgq
rdnulrrnn:rufi
1rinr fi
n elrlfi u u.rdo rudnur
riarfi nivr urdu ilil rin urdu
rfron.
r6u:di ffisfri. eszT).0'srinurnr:6uufdrnYufrlrqj. nl{rvrnrJ?rlun: : rumrinurdu
duniuvr:il:gl.
mrisrdnnrudsumsoflB.(2s38). flslfin::unr:dorrduanruluil:srmaflosfin?ioudsrna
tnu. nqunnilil'rlJnr :fl'r:viorrfi urtni$J:s
rfl
41fl u.
l*r:ifruf lsuarftdr .eszt).nr:flnurrfiurfiunq6fl::ilrfiurfrilnr:oqindniilurn:ihh?qroq
rfrrnrhfi frour$su. tvrurfinu#rJiqcgrdrnutrrcn:rurrriorfi n arilrArurndoru
rirufi nivrurdr, ilil rin urdurufr oa.
q q r : : rr fi nrJS o ru:^ q
of .es q).:
s rfi
uuei nr : i
6'ufl N ds n il
fl
en
f. fi rur{n 9r d z,
nE{tYrr{u?t1un: : I:rfirur{rnirgna.
qq6fl fi06r5*ul. (2sq').naruf,rfrhhfiurfiuqnarmn::ryioqrdu?. roncr:il:snounr:
u::urunr:sil:rurinqmsdviatil r,cirril:grnsr dudt+, nl{ryrnur4runr:flr:yio.r
rdsarryiqil:crnsnlnu.
Copyright by Mahidol University
il8|fl n?n0m0 uu'nnomorifl na
ru.u. Giquradsuflnur) I
rz
rjrinnr rin64rno.lzsao). nrrdsar:rdodqn?unq6nrru6{oqYnffirurndsut#f,ufin?io.r
d
tfr
uaqrs$inq
rn
adlng. ivruru^nuf,rliqqrfi n nnrcnruurriarfi n eruimfi n o
sren:r{surnr: nrnimnr:il:gindufruf riorfi ninurdu qmnmrnfuminards.
rl:rluyrd
il$frilinraqloqnr:ou:ilrinqrnsd:dnurn:fi In:rnr:su:r.l
vrivrdr6u.@s,f0).
rinqrvrsrifiahjrciril:s rnct dufi
z+
!ilrinnft,3ailrns. nrnfiyrufiJ?qqrr{euu
u?ur:srcn:uurtiarfi cr(frolurdrnu) erclris-rnr: ffonrrrf,ruurdsnru anrriu
r{oruuimr:rrranf.
rliqqr n:nrfi uvrf. es42).wurnrotailrf;ndnroff{nr:u?fl r:drudrunlunr:dq
r
a
C
v
{v
rffi ilnr:
v
riotrfi t a6{sqind ffqilionrcu ouq3. inurfinufiJiqqrf,nurrranrunrriarfi n
ar
ufi s uro dorfl nur riar fi nivr urdu tlrl rin urd'urfi
n
a.
rjotin uriruirie.(zsza). rirfi0ilno$in?iorffi0rmsil:smffirlufis{fiudfirionr:oqind
enrn
uan
dor uinordoru
n
rno
rnrsw rir.
ivr orfifl
ufiliqqrdrnil ffrdnril?rl
riarfin altlfiuu.udsil riorfi ninurdg rumrivrulftrufioa.
ilwqr lnffi. Qs4r).uvrurnqroqflu:'ilr:I:rr3uufrs!f,nur drf,nnrucnriEfihur runnr:
f, nur s lunr: ciq nir nt ffnfiqrandorrf, nur. iyrurfinufiFtuqrfl nulfl dn: il?r'l
riarfi
n a'rufir,,rndoruflnsr.
rnr:find dsqa6.(zsrs). nr:fi
6hud?ilm{d#
fi.ryrdo:rtu5.ivrnu'Tufinu'rfridnrilrrriarfi narrrinuraren:dsurndoru
riar
t?{qfi{l
fr-
nivr urdu
uu
rin urdunu
n
: srcn
f.
4fivrrfir.(zsrs). flurrunr:ifrurdoqoff$J:gnoufidufiuddufienrnfieiosrfi?l
rinrlyrari. nrnisrfiailrdn nruruqudoranf rilriilurdumun:cranf.
rfi
uqlo f,uurfnfi nr uuvf.eszt). umurmroqqru:ilnNfiruandoruflnuduufi rimurfrur$n
nlsvrnrunrun:tunr:
frofi onrrurdornruuu:'narruf,drudqurndoru
?vrurfiiluf
rJitgqrfi.rnilfl'r6rn:u4rriorfisr elr,fiuu.udoru riorfinivrsrds ililr?nurduufina.
r,/s?td
lnqaf
rhq6uu. (2516). ei:run:rufirvinrlfrsnuinur. n!{rnflru?t'lun: : I:rfilr{rnrd
fivrur.
rt:rutifl lrur.(zsro). lvrurvrflosnlfifisionrrrirffi?lnrroqindA{$andoululrqriuufluil
'.
flnurnoufiu fr{ildnfr-fin:. ivrurfinudrJiqqrivrurorcn sililrffl fi n arcrrin ur
rnaflfArmndoru riufinivrurdu uurimndumunrnrenf.
Copyright by Mahidol University
eJaa^da
ilucnn0 0ruq0il.tu
-e*
fir{l
u:r8tT{m!
I
t2E
fiqn:.(zsre). umurmqro$Jrsenerulu#oqfiutunr:ffnnrfliflurnrr::ilen6myA{urn
dsuwqru n:dfl nsril:sfl ffirtuoff{n:mafirurdo nr:fierurnrn6 aru.
in urfi n u f,rliq qrds
n il
flldn : il?r rriarfi
n crrr8r urndo!
riarfi nivrurdu
uurinurduufrnn.
R?1tat rrrffilirft,:.(2sgs).r{orurrioqdurlnutufiavrr.riift6u. !aar:nr:yio{ffiua.rs(z).
rina^nr
fifiInunsnnrs.(2s+t).indrfinnrtdqnilqrosfinf,nur:sdilfilfinf,nur ililrinurdg
rufrnn. riar,finivrgrfru
AAe
umrinurfruilfinn.
d
v
I
t^-^nt_
__-_-r_-C
e
g?n il:nuntsQn.(2538).
Eco-tourism: n'Hvio{tfruetfrtoqinti.
,
J
lncr:nr:yioqrfiur,l4(3).
SA€d
tusu qrult{f,.(2533). unurnmmalunr: f,nnr:fisunr:coufruaadoruflnuryduriruru
flnsrnou dutu
tq,n
nr:f,nurg,
rinrfi n alnlfi o u.ndoru
Snur
dqoru
6f
torms t
l.
imurfinu drJiqqrdnulfllrrn:ufi
.r
nsr rifl fi nin srfiu ruurim urdurufi oa.
i.Qs2g).nrrrudrfinturdornr:sr{indndqsruq,o{finriuudurituilFinurnsudu
lut{nnlttmfl ililrun:. ivrorfivrudrJiqqrflnurrren:rurrriarfi
n arc,rfiqurndoru
ffnur rimfi nivrurdu rmrinurdsufi na.
:rmiarfinudolu.
floul{n:ilsriu:rmiflfi.nuenru fl.s. zszs. tfirr{n9.rii s.l
nq{ryrfl ilHlun: : dnu:roiryfori.
(2538).
a6srr lnrurfi'uf,.(zsrg).
iln6n::ilnr:vioqduelurfirfi nqdq o:q,orfndosrfi uelurilnqnsru
rpitqnfirq,rl?aqi.
riar fi
?:'rfl
:
ivrurfiiluf,tJirgrgrdnursrecr:ililrfrufirr arrrfisurndoildnsr
nivrordu rurrin urdurufi nn.
oEqu::erunsnfl c.(2535). fiqrandsruf,nur ausnaufunv nnifi rdoriqairunr:
or{ind.ln:rnr:nr:flnurcioruAor ilfi rinurdurufion.
?:rv{: a€qn::turmvna$.(2s3D. fiqurndorudnsr. ni{rnrlilfllun: : f:ru^rdloroa ndrdo
rsrd.
a
j
I
a
d
v J_
a
,
?::atlr: ?rus9nqn:.(254). nr:riotrfrslrls{oufnr;:Ecotourism.
noqTrrnr:yioqrfiu:urnq
il:smnlnu: I:qfiudn:::Jfiafl .
?:tal't a.rdrrfit.(zsre). Qngranfnr:vio.rrfrua. t-rur{n{.:ii l, R!{trynuJt4run::I:ttn'rur{
rlnrinurdur::ilcranf.
r::fi
qrutmQnfio.(2sgs). nr::$rqr{il:sfldilfiufdrurndoilflnurE o{doilraerumaoc9r.t
0srftu'neisrinflnurfirvrnaran9. ivrurfinufiJ?qqrarrariflflnru?r'rrior,fisr crc1r
dualrururu umrinurdur::rcranf.
Copyright by Mahidol University
au.u. (dqrmdouf,nsr) t
riarfi ninara'o unrinurdsrf, na
ra
trfiu:uflilurnil,fia?{.(2sm).t'nivr0r.filr{n9qdz,flE{rvrilrt{'run:: 1:tfiur{!ilrinurftf
!r:ilmfln$.
iriu i: ioruuu?i mgurudu dfruriw.
&a
f,rEu. nI{ mntlfi
oiqn
s
a
lunr : I:rfi
(zsgD.
iituendoilf,nur nr:flnurffi onr:frexurfi
A
J
r
e
rufi1rrrarn: aiuurinurdu.
?:qaivrd.(2srz). qrurinqrnsd t. do'niumnlula0:rrnrsno insr$nrr?slrri:
AA
f,:ogru'r ?1qn:.
du: aulq!::il.(2536). nrrfisurnrrriosrfiueuuufto'u. laarrnr:riorrfiur
d
,t2Q)As-26.
a-
fln:ln:ai rrrilflet.(2satt. nr:firiauieilmqrJ:gileruyloq6ulunrrsuindniilurn:en0ilq
n:dflnur
drrnongE ft fi inaqa.
inurfinudrliqqrfinurnren: ruurriarfi n amr
dqnndsrdnur riarfinivrurdu ilurinurdurufrna.
gutii6'uihh?nars?urndnf lmr?nurdumsn:cranf(zsrg). In:rnr:f,nurnr:yioqrdoardo
nr:inur:srufinsnrnld. nusionr:risqduarniqilrsrnn'tnCI,
Rl{ryrr'uJfi 1un:
:
ru.rl.vr.
emudi iir6u. Qsn).fi ninurdqnlrdsnr:flnur.
n?{mfl : l:ffirr{flnur{:.
anrriuifi0?Tsrpnenfrmcrnnlula6rnirrJ:grnslnu12540).:rus'rualilnr:rfirrfiunr:rdo
tlrnuoulrurunrflioqrduxrdsinsrrsilufi
ras.
nr:risqrdulliqil:sryrslnu. nos
uinr:iirJf nur quduinrrirnnr:.
aci--a
qvrr:arrinni. (2s94>.nq6nrrunsnr:njduuurJm.
min
yrriaud t -'. rumrinurduqhviurr:rri:rry.
mnar:nr:cou1oiqn arflnur
aurqd nsu8u. (zsto). nrtriurrqruqnnnunulnri. Rl{rvnrufi'nJn? : I:qfiudlytu{em
mfis.
aulo mfiur{flr?s.(252tt. umurnfinq$ar{sionr:6iqntilnr:yiosrd0rtuil:srmslnu. ivrur
u'nufiliqqmrfi
ronnan: ruurrisfi nercnirrnr:nnln riarfi nivr urdu
pnarn:aiuurinordu.
arunqdnurufru. (2516). nr:uiur:nu{onarmuluri. nE{rmilil?rlllni : drr,infirurflnu{em
nrfir.
duniid Hrqn. (zsrs). nrnjfiffisrullsmlCr:ron:snilmsunulunr:fiorurinfi finsiod.r
uandout#urirorr:nrlufiurF fiunrr. inurfinudrJiqqmlfrlfl n:rnrrinrfi n
eicrriinnrresudqnilflnur risrfininurdu pnarn:aiilurinurdu.
qlur{mmrnB:rr, urrtnurdu.
(2533).
ildnnr6uufrnsmnfinnrii|nou:rl.
Copyright by Mahidol University
rf,'udfindof;flqonrf
utt0lr{n:r| / l3o
qrr ffuvrfnu msq?l{r{
ffunfroru. (2530). finivrurdqnu.
ilisun: : rndfinsr.
qfi d qredr{.(25,+0). uvrurvrq,o{rffrild1darrr:ilq{:srYudrmolunrflJ6ffi{rudru
fiq
uandsrl n:dflnsrft il{nfi5gr. ivrsrfiuufijiqqrd.rnruoranrrmrriarfi n
sludqr.udoil riorfi nivrsrdu
q:guf
rmgtra.(3 t^quruu
rufiru.
ufl'ot.
q:rvuf txugilld
.(2538).
ufi rinurdgufinn.
2538).
nr:rioqrdutfi.rorlind: ifinr:visqduasdrqff.r6u. !aar:nr:riot
ffior,t4(4), zs-28.
q:muf rrugilld rrasar:sfi
mrur{uf.(zsrg).
:rusrunr:duilurfi:rdrqnuruu?iqflGmt
qvrsrurniwrfi ufrdou ffsildndrilr{, drrinoqindvrinurn:rr:rurr6 nruihb1.
q1rurn:oi qtrir.(25,10). dnrfluagilq?rrdr$ands!{stmrgf,nulnfiuilf lunrriu{r,o{enr
fi$ttvtllil?rlun:. ivrsrfifl ufiJ?qrgrdnuroran:uilrrirufi n arcnarmndoildnsr
riarfi n?vr urdu ilfi rin urdurufi na.
qlvr rtiqqfl.(2515). drrq,iltnivrurrdoqdu, nE{rvr?{ur4run:: drrinn'rr{lorduuclnf.
rarefid'[dqu.1zsr). unurnq,otnlourfu1rqFuueionr:6'nenriluaodaillul:qFuufnuil
dou. ivrulfifl ufiJiqqrflnureran:rrtnritufi n arrrfiqu:ndorudnsr ritufi'n
'l'vr
urdu il il rin
ur doru fi n
n.
ofirgqr nnr:iorf.(zsze;. nr:il:sffiueu::onrfluo.:nEdaou rdofiril:senn:dnsr. ?yrflr
A
lra
4
fr uudilSrycgrFlnursren:ruurrisqr^neiclril:ssln:fl
nuru-arfi srivrurdu
rrrtnurdurufroa.
6e:nrn nrfivrind.(zs+z). uvrlrnqto{oldldft
5
ft"ivrurfinufiliqqrins'rfl ern:ilr.nrisfi
n arrrrnn Iu Indnr:uFra'rrdo
u.,
dou rior fi nin urfru ml rinsrdsru fi sra.
qfr'u
fr
f,q 1 a. Q526).
ar:run:ilfifl vid.rnilivr
en
- ilruu uin ur. n?{r ryrliru}i'run:
: Io rd uu
alnS.
d
6sufl
:
rsus mu nr. (253 5). Emil doq nr: uns nr:
rJiq rgrdnu:
/cv
l#ar:
fi m
suo$inq
fildn:ilillriofi n d1 fl rur:Brlinu sranf.
rn
sf{.
riorfi
?vr
n?vr
urfi u u d
urdu
lmnr
n:orr.tfi't?Ytnau
Copyright by Mahidol University
m.r. (dqr:ndouflnur) t rcr
rlsrfi ninords utr?nsrdorfroa
Alkin, C. K(1973). Instnrmemt Utilica and Infonnation Seeking New Model for Mass
Cornmunication Reserch. Pet€r Clorke ed. Bevery
Hill
Sage
hrblietim-
AllporqG.W.(1967).Pattern and Growlh in 69 Personal8.New Yort:HoltRine Hart and
Winston,Inc.
BenrjaminB.W.(1973). Dictimary ofBehaviual Science. LondonJ-ittonE&cational
Rrblishinglnc.
Broom" L.
md
Selznick" P.
(193). Sociolo$r. Fiffh Edition New York : Harper & Row
R$lish€rs.
Benjmin SS.,Thomas J.IL md GeorgeF. M.s. (1971). Hand book on FormativeAnd Stmative
Evaluatim of Student l-aming. Nerw York McGraw. Hill Company
Berlo, D. IC (1979). The hocess of Communication New York Mc Graw
- Hill Book
Company.
Cohen, J. M. and Uphoff, N. T.(1980)
'?articigion's
Place in Rural DevelopmenfSeaking
Clo$trity Thougb SpecialitS/' World Developnneirt.
Good,C. V.(1940). Dictionary of Education New York Mc Graw
- Hill Book Company
Gunn C.A.(1994)-Envirom@l Design md Lmd Use.Traval Tourism and Hospitality
Research A
Hanrdbk for Mmagers
and Resmchers, Ne\p
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Wiley&SonsInc.
Guskin A. E. (1964). Changing Values of Thai College Studelrt, 8 research repgrt by Alan E.
Buskin md Tusaance Sooklhawce. BangkokFaculty of Education"
Kofta k
C. (197E).
Encycl@ia of the
Social Science. (Vol. 3 -4,p.212). NewYonk :The
Macrnillm Company.
Reily, Robert T(1982). Handbook of Professional Tour Manage,me,nt. London Macmillan
Education.
Webster.(f970). Webst€r' sNetrrWorldDictionary. New York: Compact School the World
puglishing Compaoy.
Yi-Fu T., Topop IL (1974). A StuS
of Enviroment
Perception Attitudes and Values
New YorkPractice HalUnc.
Young L. andRal'mon{WM.(1959). Sociolog md Life. New York'fmerican Book
Company.
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eJaaasa
flr!nfi0 0!uqon{u
EX3CTITWE SI'MMARY / 146
EXECUTIVE SI]MMARY
4037325
SHEDA{: IVIAIOR: EW
M.Ed.
( ENVTRONMENTAL
EDUCATION;
EDUCATTON )
PIJNTHIP ATIPIJNCHAPONG : TOURIST GUIDES,
ROLES TO PROMOTE TOURISTS' CONSCIOUSNESS ON
CONSERVATTVE TOTJRISM : A CASE STIJDY OF TIIAI
ECOTOT]RISM AND ADVENTTJRE TRAVEL ASSOCIATION.
TIIESIS ADVISORS : TIPPAN NAVAWONGS. M.A., C.A.S.,
THAWATCHAI CHATJIRACHAYAKT]L.Ph.D.,
AMORNSAK
PMONMANOMAI. M.A..
I. INTRODUCTION
1.1 Background of the study
Tourism is a form of human recreation, for relieving stress from the
daily activities. In this a way to avoid routine activities , seeking more experience
and expanding natural perspective . Besides, the tourism is mechanism to 6uild
human relation, exchange culture and county progress.
Tourism induslry growth and development help to expand economy,
emplolment and occupation , tansportation and infrastructure development. The
promotion of tourism without control and proper strategy caused negative impact
(environmental problems) both physical and cultural impact For classification of
the impact oftourism on the environment may be discussed under two hedings. That
is impact on the natural environment and impact on the cultural environinent-
.
l.
Impact onthe ndural environment
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uiliinorfiufi aa
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Detsrioration of torrist destimtions and pollution were seutrgB,
garbagp and solid wastes. These carsed by tourists and tourist
business oprators.
1.2
Encroachelrt
on publio
land were oaused
.
1.3 Building and stntcnrres
Consfiucted buildingwithoutplanning and contolling both heieht
and stuctrnes were built n&ich carsed scensry problem.
environment includes were increased cost for
stanOar0tiving, changng values and attiUrdes as well as arts and cultural
effect
2. Impct on the cultural
These impacts were caused by some sections of tourists, tourism business
operators,local pople and governme,rt officials, especially tourists because they lack
responsibility and e,lrvironmeutal awarcness. To solve these problems, we must start
for values of natural resources and environmelrt
from
Thus, environmelrtal conscioumess dwelopmed on conservative tourism is
necessary and a basio factorlading to sustainabletourism.
consciounss
Emrironmedal eduetion procsn is one vlay to develop consciousness of
hrmanbeingtobeawarenessof enr/ironmental problems and having responsibih'ty
and commituent to prticiSe for naintaining quality of natural re$ourc€xt
environment.
Tourist guides' rols are essential to promote tourists' behaviors in favor
of environmental friendly by providing valuable experience to protectnatuml
resouro6 andenvironmed. Environmental education process and sfratery could
be used to provide direct experience on conservative tor.nism and appreciate
values of natural rcsourges and environment
Togrist guidw can play influencial roles on building desirable
consciousne.ss elrvironment and atitudes towards by;
1. Providing knowledge information and proper interpre-tation
2. oiganizatg activities and providing experiences to build up
for
conservative tourism
3. Performingas leder or motivator for tourists
following certain rule and regulations.
consciousness
At
in behaving and
touris is popular anong towisb. Therc are
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presem,consennti\rc
oaaaatJ
illlnflootuqcl|{u
EXECUTIVE ST'MMARY
/ I48
increasing number of conservative tourism business operators to respond to
tourists' need" Thsse tour operaton are getting together and forning as clubs or
associations. The Thai Ecotourisrn and Adventwe Travel Association ( TEATA)
is one of those. Organization founded to promote and develop conservative
tourism and adventure. This association has imporhnt roles in co-ordinating
betrrcen governmed sectors and non-government secton regarding conservative
tourism and adventure . It is one of the National committees on ecotourism
promotion and development This association should have important role in the
firture to set sbndard for conservative tourism and appropriate business
management in this field"
The researcher was interested in studying tourist guides' roles to pnomote
tourists' consciousness on conservative tourism. The relationships bet$'een tourist
guid€s' roles and related faotors, including problems , obstacles and suggsstions on
the consciousness promotion regarding conservative tourism were investigated.
Subjects for this study were tourist guidc from travel agencies which were
memben of the Thai Ecotourism And Adventtue Travel Assmiation Their roles as
the knowledge providers and activity organizers to mise torrisb' consciousnss on
conservative tourism and leaden or motivators were investi&ted. Besides, ooncepts
and policies of consenrative tourism we're investigted through the interviervs.
Subjects for the intervievn were representdive from other employees of fravel
agencies, sub comnittees on producing tourist guides training oourses, community
leaders and local people from Bann llnong Kaw community in Kanchanaburi
Province.
1.2 Purposs of the research
The purposes
of this study were as follows
:
l.
To investigate tourist guides' roles to promote tourists' consciousness on
conservative tourism.
2. To study the relationship between the tourist guides' roles to promote
tourists' consciousness and related variables as follows : Age ,Sex JMarital Status,
Educational lwel,Years of occupation , Monthly average income, Knowledge of
consegvative tourism , Access to messages concerning conservative tourism and
Values on nafirral resour@s and environment.
on
duty
3. To study problems and obshcle faced
to promote tourists' consciousness.
by tourist gurdes
as
they were
Copyright by Mahidol University
ru.u. Cd{urndsuf,nsr) t tns
riEfi ninnfiu ulrinorfisrf ina
13
The scolle of the research
l.
ThE focus of this research was the performed tourist guides' role to
promote toudsts' consciousness on conservative tourism. The population for this
the
researoh were tourist guides urho passed Tourist guides training courses
Togrism Agthority of Thailand with the collab,ntion of sweral Education Institutions
inclnding tourist fioiOs who performed inthe 23travelagencies which were membeB
of
of the TIIAI nCOfOffruSM eWO AD\IENTIJRE TRA\IEL ASSOCIATION
as
follows:'
1. NS.Travel Co.,Ltd
2. Ece life Co., Ltd
3. Friends of nature Co', Ltd
4. Pan house Co., Ltd.
5. Lost horizon resortCo.,Ltd
6. Nature traveller Co., Ltd7. River hryai floatel Co., LtrL
8. Sea frog Co., Ltd.
9. Indodaman travel Co., LtdOpen world Co., Ltdll.Nature tek Co., Ltd"
12. Travel mart Co., Ltd13. RS.P. junbo tavel center Co-, LttL
14. Camping bike Co., Ltd
15. Bike and travel Co., Ltd16. Eco thai Co., Ltd17. Siam safari eco nature tour Co., Ltd18. Educational tavel center Co., Ltd"
19. Aqua sport Co., Ltd
20. Ilmonglodge
21. East west siam Co., Ltd22. Fniitoun(Thailand) Co., Ltd23. Sea canoe(fhailand) Co., Ltd
10.
2.
To make the resulf more completd , the researcher had intervie\ils
other employees of travel agencies, sub committees on producing tourist guides
training oourses, community leaders and local people in commrmity to promote
ecotogrism. These qualitative data were compiled and presented with quantitative
dara.
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ilu!ililo o!uq0||{u
E'(ECUTIVB SI'MMARY / T5O
1.4 Conceptual framework
S€x
Tourist guldes' roles to
Ags
Marihl
promote tourists'
status
consciousness
Educational level
Role as knowledge
Tlpe of tourist guides
providers
Monthly aYer4gp income
Role as activity and
Years of wcupation
Ascess to mess4ges concerning
experience organizers
Role as leaders and
oonservative tourism
motivators
Knowldge on consenrative
tourism
Values on natural resourcs and
e,nvironment
1.5 Research assumptions
l.
Tourist guides' role to promote torrrists' consciousness on conservative
tourism is atmoderate lwel.
2. Tourist gurdes' role to promote touists' consciousness on conservative
tourism depends on : se)L age, marital status, educational level, yea$ of occupation,
monthly average income ,
of the tourist guidg knowledge on conservative
tlp
tourism,
acc€xts
to messages concerning conserrrative tourism, values on natuftrl
resources and the environment
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riEfi n?nurfio uurinsrf,olf ina
I
I.
LITERATI]RE REVIEW
The resarcher had rwiewed many articlc and other research materials on
thefollowingtopicsand used as guidelinesindoingthisresearcb- These documents
werep,resented into
1.
7 Frb .
They were theories and concepts on :
Ecotourism
Roles
Tourist guids
Consciowness
2.
3.
4.
5. Policim
business
and Guidelines
on
developmem
of
conserva:tive tourism
oprations of the Thai Ecotourism and Adventure Travel
Association( TEATA)
6. Promoting consciorsness on conservative tourism
7.
Prrcvious relatedresarch andrelded Variables
In.
RESEARCH METHODOLOGY
This study was the survey research- The purpses of this study were to
investigate tourist guid"s' roles to promote tourists' consciousness on conservative
tourisp . Their roles as knowledgs providers and activity organizers to raise
tourists' consciousness on conservative tourism and leaders or motivators were
investigpted. The relationship betlveen the tourist guides' roles and related
variables , including proble,ms, obstacles and suggwtions were studied" Subjects
for this reearch were tourist guide from travel agoncies which were member of
the Thai Ecotourism And Adventure Travel Association (TEATA) and related groups.
oftravel agencies, sub committees
They were reprse,ntative from other
onproducingtouristguidestainingcources, community leaders and local pople
from Bann lfuong Kaw commuity in Kanchanaburi Province .
Data were collecad from questionnaires andthe scheduled intervieun.
Thequestionnaire wasdivided imo 5 pafts asshownbelow:
Part 1. General information
Putz.
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Knowledge on conservative tourism
-JaJadJ
otuqsil{u
ilu!ilno
Part
D(ECUTIVESI'MMARY/ I52
3. Values on natunl rsourc€xr and environment
Part4. Roles to promote tourists' consciousness were as follow;
1.
Role
2.
Role as activity and experiences organizers to raise
tourists' consciousness on conservative tourism
3.
Role as leders or motivators for appropriatedtourism
as
knowledge providers
Part 5. Problems, obsacles and suggestions
Concepts and policies of conservative tourism, tourist guides taining
courres and local community promoted ecotourism were studied in the scheduled
Interviews.
Data were amly?FA by using perc€ntagB , arithmetic mca& standard
dwiation and modes. The statistics of chi- square tests were used for testing the
hlpotheses.
rV. RESI]LTS
Data were collectsd from 122 tourist guides and were analyzed
SPSS progmm, the results showed that :
by
using
1. There were atotal of l22prticipants. 52.5 % was female, 47.So/owas male.
50.8o/o was between24-32 years oldr32.0o/o was lower 24 yenrs old 17.2o/o was over
32 years old.77.lo/owas single and, 22.9o/owas marriedRegarding monthly average income, 37.7o/o had monthly avemge income
W\32.A% had over 17,000 baht"30.3o/o had 8,500 17,000 baht .
Rlucational lwel, 82.8% had bachelor degree and higher ,17.2o/o had lower bachelor
degree.
-
less than 8,500
of
tourist guides, 54.1o/o was profesional gpide and 45.9% was
freelance. Yars of occupation, 56.60/o had experience less than 3 years , 28.7o/ohad
bet$'ecn 3-7 years. 14.7o/o had over 7 years. 88.5o/o passed tourist guides haining
courses from Tourism Authority of Thailand (TAT) in general courses. 8.1% passed
spocific sounps. 3.27o passed both courses.
Type
Copyright by Mahidol University
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riEfi ninords uurinurfrom'aa
2. 4S.l% had a low lwel of access to mossages concerning conservative
tonrism , 40.2o/o had a high level and 14.8o/o had a moderate lwel. 97.5o/s wanted
more iniormation about oors€rvative tourism and most of them wanted from
television Jlewspape$ / magazines and TAT "rs'sp€ctively.
3.45.9o/o had a high lwel of knowledge on consgrvative tourism, 35.2%
hadamoderate level and 18.9o/ohad a low lerrel.
4.36.9/o had ahigh level of vaftres on natural resource and e'lrvironment
and 36.90/o had a moderate level. 26,20/o hal alow level.
5. Tourist guides' role to promote tourists' consciousness on conservative
tonrism was at a moderate level (48.47o) ,30.3o/o was at a high level and 21.3o/owas
at a low level. Their role as knowledgB providers and leaden or motivators were
performed regularly, Their role as activity and experience organizers to raise
iogrists' consciousness on oonservative tourism were performed occasionally.
The relationship betwen the tourist guides' roles and related variables
showed that tourist gurdes' roles to promote tourists' consciousness on conservative
togrism depended on the access to messagps concerning conssrvative tourism and
knowledgs of conserrnative tourism at a sbtistically significant level of 0.05.
6.
7. Problems and obsacles were
7.1 Tolrists' lack
as
follow
:
of interest and ignorance on conservative tourism.
7.2 Programs were not appropriated for working7.3 Glides' lack of knowledge and experience to lead conservative tour,
motivational skill to raise tourists consciousness.
V. CONCLUSION AITD SUGGESTIONS
The purposes of this res@rch were to study tourist guides' role to promote
togrists' consciousness on cor$ervative tourism. The relationship between tourist
guides' roles and related factors as follows : sex ,age , marital stahls, educational
iwel, years of occupation , monthly average income, knowledge of consen'ative
togrim , assgss to messagss concerning conservafive tourism and values of natural
resouroe and environmen! including proble,ms, obstacles and suggestions were
investigat€d- The 6gst population for this study were 122 tourist g$ides in travel
agencies, which were memben of the Thai Ecotourism and Adve'ntue Travel
Association (IEATA). Representatives of related goups were also studie4 including:
Copyright by Mahidol University
rraJa*J
lutn'|o otutu0tlilu
E)(ECUTIVBST'MMARY/ I54
other employees of travel agencies, sub-committees on producing tourist guide
training Gou$6, community leaden and local people from Bann llnong Kaw
commrmity in Kanchanaburi Province. Data were co[ectsd by using questionnaires
and scheduled interviews. Data were analyzed by per'centage, arithmetic mean,
shndard dwiation and modes. The statistics of chi- square tests were used for testing
the hlpotheses.
Resulb indicatedthat:
1. Most of the subjects were female (52.5 7o), single (77.1%), profassional
guide (54.1o/o). They had 2432 years old (50.87o), monthly average income at less
than E,500 baht (37.7VO, had bachelor degree and higher (82.8W, and had
experience in occupation less'han 3 years (56.6Vo). They passed tourist guides fiaining
oounns from Tourism Authority of Thailand (TAT) in general eou$es (88.57o).
2.
Tourist guid6' role performance to promote tourists' consciorsness on
conservative tourism was at a moderate level. Their role as knowledge providers and
laders or motivators for appropriate tourism was performd regulady. Their role as
a,ctivity and experience organizers to raise tourists' consciousness on conservation was
performed ocmsionally.
3. Tourist gurdes had a low level of
access to messages concerning
conservative tourism sent through mass media- They wanted more information about
conservative tourism
television ,newspapers magaanes
TAT,
respectively.
I
from
4. Tourist
gurdes had a high level
of
and
knowledge on conservative tourism, but
of values on natural resources and
those who had high and moderate level
environment were equal in numben(36.9d/o).
5. Factors rrytich statistically affected their roles were access to relaled mass
media information
of conservative tourism at the 0.05 level.
and
6. Problems
and obstacles in prforming their roles to promote consciousness
were tourists' lack of interest and ignorance on conservative tourism, guides' lack of
knowledge, experiences and motivational skill to lad a conservative tour. In
addition to, programs were not appropriated for working and other problems.
According to the resultsr
lt could be suggested that :
1.
There should be more disseminated information and public relation
campaigns on conservative touism throughthe mass media
2.
The training oourss forguide shouldbe focused on ecology,
conservation , othe,r relates subjects as well as techniques for raising
Copyright by Mahidol University
M
iiorfi ninorfis uurlnsrdoui?nn
ooiltclousmess.
3. Conferencesand
ru.u (,iruando!f,nu1) / ris
seqinar on tourism issues shouldbe organizedmore
often4.
Ths nature-related information system and appropriated interpretation
regarding tourist destinations should be prepared. Tourists should have a
participate in local as'tivities such as museum exhibition and
chance
to
locat guideprepration
5. Sandaxds
oftours shouldbe confrolled" developed and well prepared"
Further research studied, it could be suggested that :
1.
There shouldbe cariedout by using Qualitative researc[, suchas
participant observation, shrdied tourist gurdes' roles on providing
knowledge.
2.
The developmeut guidebook on ecolory, conservation andtechniques to
promote consciousness should be made available for tourist guides.
of tourist destination and policy of government sectors to
promote consciousness on conservativetourism as well as collaboration
and cooperation of related organizations such as TAT, Forwfy deparment,
etc. should be also studied.
3. The rqdiness
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