Tourist Behavior and Satisfaction of Thai Tourists Toward Coastal Local Gastronomy Tourism in Nakhon Si Thammarat Province
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Abstract
This research aimed to examine the behavior and levels of satisfaction of Thai tourists toward coastal local gastronomy tourism in Nakhon Si Thammarat Province. The sample consisted of 400 Thai tourists who had prior experience in gastronomy tourism in the area, selected using convenience sampling. Data were collected using questionnaires and analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) combined with inferential statistics (chi-square test, independent samples t-test, and one-way ANOVA).
The findings revealed that most tourists preferred consuming fresh seafood and traveling with their families, with an average food expenditure of 501–1,000 baht per person per trip. In terms of satisfaction, tourists reported an overall satisfaction at the highest level (M = 4.61). Price and value for money achieved the highest mean score, followed by service and personnel, food identity and quality, and location and atmosphere, respectively. Correlation analysis indicated that age, occupation, income, and place of origin were significantly associated with tourism behavior at the .05 level, particularly in travel decision-making. In contrast, most demographic factors did not significantly influence overall satisfaction. The findings suggest that coastal local gastronomy tourism represents a tourism product capable of catering to diverse tourist segments. Differences in satisfaction were primarily observed in terms of price and environmental context. These findings can inform policy formulation and strategic development aimed at enhancing the value and quality of coastal gastronomy tourism in Nakhon Si Thammarat Province.
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