A study of the perceived financial value and the image of tourist attractions affecting the behavioral and consumption satisfaction of tourists in Sukhothai Province

Abstract

          The research aims 1) Study the perceived factors of financial value and the image of tourist attractions were affecting the behavioral and consumer satisfaction of tourists in Sukhothai Province. 2) Development of a proposal is to improve the perceived value factor of financial aspects and the image of tourist attractions to affect the behavioral and consumer satisfaction of tourists traveling in Sukhothai Province. The research was conducted by the researchers that chose to collect data from male and female tourists over 20 years old between April to June 2020. The total was 398 samples that used questionnaires as a tool for data collection. Descriptive statistics were used to find the mean and standard deviation. The results of the research found that 1) the perceived value of tourists in terms of financial factors had an average of 3.89 and 2) the perceived value of tourists in terms of image factors of tourist attractions was an average of 4.23. The overall average value was 4.06, which was in the perceived level of value that was very high. Moreover, the research on the satisfaction of tourists with tourism in Sukhothai Province found that 1) The average life and property safety average was 3.96 2) Attractiveness and the natural average were 4.19 3) Cultural attraction average was 4.18 4) Consumable items such as food average was 4.11 and 5) Tourist attraction quality average was 4.08. Respectively, it’s a total average of 4.10, which was at a very high level of satisfaction. Besides that, the results of the study also indicate that the service prices are adjusted according to the economic context, and the development of facilities are suitable for all types of people. It can affect the satisfaction of tourists and bring word of mouth in the future.