BEHAVIOR AND SATISFACTION OF THAI TOURISTS TOWARD TOURISM AT SI THEP HISTORICAL PARK, A WORLD HERITAGE CITY

Abstract

The purposes of this study were to 1) investigate the travel behavior of Thai tourists visiting Si Thep Historical Park, and 2) examine tourist satisfaction based on the 6A components of tourism: Attraction, Accessibility, Amenities, Accommodation, Activities, and Ancillary Services. Data were collected using questionnaires from 400 Thai tourists and analyzed using descriptive statistics and hypothesis testing through t-tests and ANOVA. The findings revealed that 1) most tourists were female, aged between 36–50 years, held a bachelor’s degree, worked in the private sector, earned an average monthly income of no more than 15,000 baht, and were residents of the central region of Thailand. In terms of travel behavior, most traveled with family for leisure during holidays, using private cars, staying overnight, and spending more than 2,500 baht per person on average. There was a highest relationship between monthly income and tourist behavior. 2) the tourist satisfaction was high, particularly in the “Attraction” dimension, such as the beauty of the archaeological site. However, certain “Amenities” such as travel businesses, meeting services, banking services, and traditional costume rental points received moderate satisfaction. Age and region of origin had a statistically significant influence on tourist satisfaction at the 0.05 level. The recommendations are: 1) improve facilities, develop mobile applications and tourist service centers, and connect the site with other World Heritage routes; 2) establish strategies to develop cultural tourism and nearby community areas, considering the target group context, in order to create meaningful and sustainable experiences.