Paper Title
The Effect Of Residents’ Attitude Toward Tourism To Pro-Tourism Behavior: A Case Study Of Hua-Hin Prachubkirikhan

Abstract
This study focused on the impact of attitude toward tourism to pro-tourism behavior. The theories used to support this model are social exchange theory and theory of reasoned action. This study constructed a model for testing the relationship among welcome tourists behavior, perceived local economy, personal benefit, attitude toward tourism, and pro tourism behavior. Empirical testing was used for observing effect of the model. The sample was 408 people in Hua-hin Prachubkirikhan, who were selected by convenience sampling. The research instrument was questionnaire which divided into 4 parts, general data, perceived tourism impact (welcome tourists behavior, perceived local economy, and personal benefit), attitude toward tourism, and pro tourism behavior. The usage statistical methods containing of frequency, percentage, mean, standard deviation, and structural equation model. It was found that all of hypothesizes, affected the positive results significantly. Index Terms—Attitude Toward Tourism, Pro-Tourism Behavior, Thailand, Residents’ Effect