Impact of A Mediator on Quality of Walking Street Activity Management and Tourist Impression in Nong Khai Municipality of Nong Khai Province

Main Article Content

Hathaikan Wongburan
Sakkarin Nonthapot


          This study aims to find out the impact of the quality of walking street activity management in Nong Khai Municipality, Nong Khai Province which consists of (1) general activities (2) location (3) goods and services (4) facilities and (5) safety. These five factors affect tourist satisfaction and tourist impression. Moreover, this study also investigates the impact of tourist satisfaction based on tourist impression in order to test the impact of a mediator that affects the quality of walking street activity management and tourist impression in Nong Khai Municipality. The data are collected from 250 Thai tourists who return the questionnaires. The samples were selected by using quota method and estimated by Ordinary Least Squares (OLS) method and the Sobel test (mediating effect). The findings indicate that the quality of Nong Khai walking street activity management on average has a positive relationship on both tourist satisfaction and tourist impression whereas tourist satisfaction has a positive relationship on tourist impression. Moreover, this study shows that tourist satisfaction is a mediator to tourist impression and has a partial mediation. Therefore, Nong Khai Municipality should increase more various walking street activities and improve facilities such as bathrooms and parking areas etc. for enhancing the efficiency of walking street activity management. This quality improvement will benefit in terms of the revisited tourists, distracted new visitors, as well as the expansion of tourism industry in Nong Khai Province.


Download data is not yet available.

Article Details

Research Article


[1] Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Premier on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: SAGE Publications Ltd.

[2] Hirunthet, Wuntika. (2011). Satisfaction of Foreign Tourists with the Service of Tourists Police in Khao San Road, Bangkok. (Research Report). Bangkok: Ratchaphruek.

[3] Jeenapak, Vitan., Piriyapoen, Tawate., & Vornthong, Suparat. (2012). Domestic Tourists Satisfaction towards the Erawan National Park in Kanchanaburi. Journal of Faculty of Physical Education, 15(2), 38-47.

[4] Kantasan, Saowanee. (2002). Tourist's Expectation and Satisfaction Regarding On-Site Environment Management and Tourism Activities: A Case Study of Baan Raum Mit Village, Mueang District, Chiang Rai Province. Master's Thesis, Chiang Mai University.

[5] McDaniel, J. C., & Rojer, G. (1998). Marketing Research Essentials. South-Western College Publishing.

[6] Ministry of Tourism & Sports. (2011). National Tourism Planning 2013-2016. Retrieved January 5, 2015, from

[7] Nonthapot, Sakkarin. (2015). Mediation between Tourism Contribution and Economic Growth in the Greater Mekong Subregion. Asia Pacific Journal of Tourism Research, 1-16. DOI: 10.1080/10941665.2015.1029953.

[8] Praphasawat, Suwapharp. (2011). Attitude and Satisfaction of Bangkok Tourists on One Day Tourism at Bang Saen Beach. Master's Thesis, Bangkok University.

[9] Soper, D. S. (2015). Sobel Test Calculator for the Significance of Mediation. Retrieved March 5, 2015, from

[10] The Tourism Authority of Thailand. (2015). / Marketing Database. Retrieved February 9, 2015, from

[11] Thipsri, Napatra., Mahawong, Paweesuda., & Bandi, Nuengruethai. (2013). Service Quality of Travel Business towards on the Impression of European Tourists in Chiang Rai Province. Journal of Hospitality & Tourism, 8(1), 8-19.

[12] Wattana, Chittinuch. (2012). A Study to Determine the Identity of the Phitsanulok Cultural Street (Walking Street). Journal of Management and Information Sciences, Naresuan University: MIS Journal, 7(2), 71-80.