Factors Influencing the Return of Tourists A Case Study of Agricultral Tourism in Nakhonpathom – Samutsongkhram Province

Abstract

The objectives of this research were to study the agricultural tourism behavior of tourists in Nakhon Pathom or Samut Songkhram provinces and to study the factors of service quality, tourist satisfaction, and the image of tourist attractions that affect the return of agricultural tourist. The sample group is tourists or general people aged 18 years and over who have been to agricultural tourism in Nakhon Pathom or Samut Songkhram province. A total of 352 people. The research instrument was a questionnaire. Statistics used in the research is the frequency, percentage, mean, standard deviation and structural equation model (SEM) analysis using Smart PLS 3.0 program. As results of the study, it was found that 1) the service quality variables had a positive influence on tourists' satisfaction, the image of tourist attractions, and the return of tourists with the values of 0.773 , 0.808, and 0.197, respectively at 0.01 level, 2) the variables in tourists' satisfaction had a positive influence on the return of tourists with the values of 0.301 at 0.01 level and 3) variables in the quality of service that affected the image of the attractions had a significant positive influence on the return of the tourists with the values of 0.376 at 0.01 level.