TOURIST BEHAVIORS AND TOURISM MANAGEMENT GUIDELINES FOR KHMER CIVILIZATION TOURIST ATTRACTIONS IN BURIRAM PROVINCE

This research aims to study tourist behaviors and trends in tourism management elements for Khmer Civilization tourist attractions in Buriram province provide a management guideline for sustainable tourism management for historical tourist attraction. Research questionnaire is a research instrument with random sampling technique using 300 samples. The research is conducted during October 2018 to September 2019 using qualitative analysis (frequency, percentile, mean), and quantitative analysis (content analysis). The result indicates that most of tourists are located in northeast of Thailand The attractiveness of tourist attraction is the primary motivation to travel in particular tourist destination while friend and family are the major references of tourist information. Private care is main transportation vehicle. Most of tourists in Muangtam Temple and Nong Hong Temple are travel with family while tourists in Phanomrung Temple are travel with friend using tourism budget per trip less than 1,000 Bath per person with at least 3 tourist attractions per trip. The results of tourism management assessment indicate that the tourist satisfactions are in the medium rank; Phanomrung Temple ((x) over bar = 3.33 +/- 0.82), Muangtam Temple ((x) over bar = 3.28 +/- 0.84), Nong Hong Temple ((x) over bar = 3.09 +/- 1.14. In this research, there are 5 dimensions of tourism management guideline as 1) landscape and infrastructure development, 2) create value added using storytelling, 3) develop information flow of tourism supply chain, 4) develop necessary skills and expertise of tourism staff, 5) promote proactive marketing strategies to attract new and quality tourist also encourage the revisit intension of tourist.