| 520 สาระสังเขป |
Ethnic tourism is a fast-growing niche tourism, especially in developing countries. In addition, ethnic tourism is crucial to support the local or ethnic minority people to preserve and maintain their traditional and cultural values and increase their income by participating in this unique type of tourism. The current study was based on quantitative research with a survey from various ethnic tourism sites in Thailand. The sample size was 400, and the data were collected with the self-administered questionnaire with the online survey. The respondents with experience with ethnic tourism were allowed to participate in the survey. The findings demonstrated that motivational factors and information sources directly affected the revisit intention of the tourists. Practical contributions can be helpful for the destination site managers to focus on sharing interesting information about the ethnic tourism sites and creating new and unique experiences for the tourists to enjoy and encourage them to share positive word-ofmouth and revisit the destination. |