THE COMPARISON DIFFERENCES OF THE SERVICE QUALITY AND THE TOURISM IMAGE FOR A SECONDARY CITY ON THE EAST COAST OF THAILAND CLASSIFIED BY DEMOGRAPHIC FACTORS

Abstract

This research aimed 1) To study opinion levels of tourists in the service quality and tourism image for a secondary city on the east coast of Thailand 2) To comparison differences of the service quality and tourism image for a secondary city on the east coast of Thailand classified by demographic factors. The research primarily utilized survey research. Data was collected from 1,050 tourists in a secondary city on the East coast by multi-stage random sampling. The tool used for data collection was a questionnaire with a content validity value (S-CVI/Ave) of 0.88 and a reliability coefficient of 0.98. Analysis of data was carried out by percentage, mean, standard deviation, independent two-sample t-test, and one-way analysis of variance (one-way ANOVA). Research findings showed that most of the different tourist demographic characteristics and tourist behaviors have different levels of opinion on the service quality and the tourism image. Also, the service quality and tourism image were at a good level. The service quality of a secondary city on the east coast of Thailand that should be developed is as follows: responsiveness, assurance, and empathy. The tourism image of a secondary city on the east coast of Thailand should improve the tourism image in a physical dimension.