Awareness of Image Affected to Effectiveness of Tourism Area Management through Elements of Tourism and Tourist Carrying Capacity of Yaowarat Tourism

Abstract

The objective of this research was to study the awareness of image affected to the effectiveness of tourism area management through elements of tourism and tourist carrying capacity of Yaowarat tourism. The sample used in the research was 400 tourists in the area of Yaowarat Road using a questionnaire as a research tool. The researcher analyzed the relationship between the independent variables by using Pearson's Product Moment Correlation Coefficient and the hypotheses were tested by using Multiple Regression Analysis with the Enter technique.

The results showed that awareness of image was at the highest level. The elements of tourism were at the highest level. The tourism carrying capacity was at the highest level and the effectiveness of tourism area management was at a high level. The results of the hypothesis testing found that the awareness of the image of Yaowarat affects the effectiveness of the tourism area management of the Yaowarat tourism. However, the elements of tourism and the tourist carrying capacity are considered as the partial mediation effect of the awareness of Yaowarat affecting the effectiveness of the management of the Yaowarat area.