Multigroup Confirmatory Factor Analysis of Public Service Delivery Regarding Infrastructure and Facilities for Tourism in the World Heritage City of Phra Nakhon Si Ayutthaya

Abstract

Background and Objectives: Thailand has placed strong emphasis on elevating the quality of its tourism industry, with policy attention directed toward delivering valuable experiences for visitors while simultaneously ensuring their safety and satisfaction. This effort is closely tied to the preservation of the environment, natural resources, and local culture, all of which are considered essential to supporting long-term sustainability across the economic, social, and environmental dimensions. Complementary priorities include promoting the dispersal of tourists toward secondary destinations, beyond the traditional major tourist hubs, and encouraging responsible tourism practices that foster a sense of awareness and stewardship within local communities. That reason bring to study aims to examine the multi-group confirmatory factor structure of public infrastructure service delivery for tourism in the World Heritage City of Phra Nakhon Si Ayutthaya. Despite the city’s global cultural significance, little empirical evidence exists on how tourists and local residents perceive public services in heritage destinations.
Methods: A quantitative approach was applied using a structured questionnaire administered to 200 respondents 100 tourists and 100 local residents between October 2024 and September 2025. Six dimensions of service delivery were analyzed: public pathways, communication, energy, waste management, tourist route information, and public accommodations.
Results: The multi-group confirmatory factor analysis indicated a good model fit (x²=12.75, df=7, P-value=0.07, RMSEA=0.06, SRMR=0.03, CFI=0.98, TLI=0.96) The findings reveal differing priorities between groups: tourists emphasized public accommodations, whereas local residents viewed waste management as the most crucial element.
Application of this study: The Phra Nakhon Si Ayutthaya provincial administration should give priority to two distinct but complementary policy directions. On one hand, a policy promoting public accommodation should be established to accommodate the increasing number of camping tourists, alongside the provision of state supported lodging facilities intended to serve visitors engaged in cultural tourism. Such measures would ensure that accommodation across the province remains accessible, adequately available, and responsive to the varying preferences of both nature oriented and culturally motivated travelers. On the other hand, particular attention should also be directed toward the formulation of a waste management policy that addresses the practical concerns of local stakeholders operating within tourist areas, including shop owners, restaurant operators, and souvenir vendors. Because these groups are most directly affected by the waste generated through daily tourism activity, an effective and well-coordinated waste management system would not only ease their operational burden but would also help preserve the cleanliness and visual character of the heritage area. Taken together, these two policy directions reflect the need to balance the expectations of visitors with the everyday realities of those who live and work within Ayutthaya's World Heritage tourism landscape an approach that would ultimately reinforce the province's capacity for sustainable tourism development in the long run.
Conclusions: Tourists prioritizing public accommodation reflects the New Public Service concept, shifting government focus from customers/output to citizens/public interest, ensuring safe, adequate, standardized lodging. Local residents prioritize waste management, aligning with UN Tourism's Sustainable Tourism principle balancing environment, economy, and culture to reduce impact and preserve the heritage city's image.