Tourism Potential Affecting to the Satisfaction of Thai Tourists in Phatthalung Province

Abstract

Objectives of this article were: 1) to study the tourism potential and the satisfaction of tourists in Phatthalung Province 2) to study the tourism potential that affects the satisfaction of tourists in Phatthalung province. The data used in the study were the secondary types of serial data. The questionnaire was used as a research tool by collecting data from 400 Thai tourists who traveled within Phatthalung province by using descriptive statistics and using multiple regression analysis to predict the relationship between tourism potential in Phatthalung province and the satisfaction of tourists in tourism products. The result revealed that 1) The opinion level on tourism potential was at hight level and when considering each side classified by the variables that have been studied, it was found that the attraction of tourism with the highest average, followed by accommodation, tourism activities, accessibility to tourist attraction, tourism services and facilities. 2) The satisfaction level of satisfaction of Thai tourists in tourism in Phatthalung province as was at high level. And when considering each side, it was found that the side with the highest mean including places, followed by the tangible tourism products tourism personnel tourism services in order. 3) The analysis of the multiple regression of tourism potential affecting the satisfaction of Thai tourists in Phatthalung province, it found that tourist attractions, accommodation and tourism activities in addition to tourism services. There was a combined efficiency in predicting the potential of tourism affecting tourism potential at 68.1%, which was statistically significant at the .05 level.