The Image and Service Quality of Tourist attraction Affecting the decision to Visit Kanchanaburi Province for thai tourists

Abstract

This research aimed to study the factors of destination image and service quality of tourist attractions that affect the decisions of Thai tourists to travel to Kanchanaburi Province, as well as to examine the decision-making process of Thai tourists in choosing tourist destinations in Kanchanaburi Province. The researcher collected data from Thai tourists who were currently traveling or had previously traveled to Kanchanaburi Province. The data collection instrument was a questionnaire. The statistical methods used for data analysis and hypothesis testing were the t-test and multiple regression analysis. The research findings revealed that tourists, overall, placed a high level of importance on destination image factors of tourist attractions in Kanchanaburi Province. When considered individually, the attractiveness factor was rated at the highest level. Regarding service quality factors of tourist attractions in Kanchanaburi Province, the overall importance was also rated as high. When considered individually, the reliability factor was rated at the highest level. The decision to choose Kanchanaburi as a tourist destination was rated at a high level due to the province’s diversity, unique characteristics, natural beauty, numerous organized tourism activities, as well as a wide selection of accommodation, food, and souvenir shops. Tourists also felt that the comfort and value received were worthwhile for their trip to Kanchanaburi. The hypothesis testing results indicated that destination image factors affecting the decision of Thai tourists to travel to Kanchanaburi Province-namely accommodation service, facilities and accessibility, safety, and attractiveness-significantly influenced the decision to visit Kanchanaburi at a statistical significance level of 0.05. Furthermore, service quality factors of tourist attractions affecting the decision of Thai tourists to visit Kanchanaburi Province-namely reliability, assurance, responsiveness, tangibles, and empathy-also significantly influenced the decision to visit Kanchanaburi at a statistical significance level of 0.05.