MEDIA EXPOSURE AND CHINESE TOURISTS' PERCEPTIONS OF ENVIRONMENTAL IMPACTS ON NATURAL TOURISM RESOURCES AT NAMTOK PHLIO NATIONAL PARK, CHANTHABURI PROVINCE

Abstract

This research aims to study the following 1)To examine the media exposure of Chinese tourists visiting Namtok Phlio National Park in Chanthaburi Province. 2)To investigate the opinions of Chinese tourists regarding the impact on natural tourism resources at Namtok Phlio National Park, Chanthaburi Province. 3)To analyze the differences between media exposure and the opinions of Chinese tourists regarding the impact on natural tourism resources at Namtok Phlio National Park, Chanthaburi Province. he sample group for this study consists of Chinese tourists visiting Namtok Phlio National Park in Chanthaburi Province. Participants were selected using accidental sampling. The sample size was determined using Yamane's formula (Yamane, 1967). The research instrument used was a rating scale questionnaire. It included 4 closed-ended multiple-choice questions on media exposure to tourism at Namtok Phlio National Park, Chanthaburi Province. 20 questions on Chinese tourists' opinions regarding the impact on natural tourism resources at Namtok Phlio National Park, Chanthaburi Province.The collected data will be analyzed to determine percentage, arithmetic mean, and standard deviation. To find the differences, the One-Way ANOVA F-Test will be used for hypothesis testing. The data will then be presented in a descriptive format.

The study revealed that Chinese tourists visiting Namtok Phlio National Park in Chanthaburi Province were exposed to tourism information through various media channels.Key findings indicate that tourists:Received information from interpersonal media, specifically from other tourists who had previously visited the park.Read about Namtok Phlio from print media, such as tourism posters.Were exposed to information via internet media, particularly Facebook.Most frequently chose internet media as their primary source for information about tourism at Namtok Phlio National Park, Chanthaburi Province.