ศึกษาความพึงพอใจของนักท่องเที่ยวที่มีต่อการจัดการบริการดนตรีในอุตสาหกรรมการท่องเที่ยวในอำเภอหาดใหญ่ จังหวัดสงขลา

Abstract

The study aimed I ) to explore satisfbction of tourists toward locatioo and place arrangement ; 2) to explore satisfaction of rourists roward people involved; urd 3) to explore satisfacrion of tourists toward music in music service provision. This was a qualitative study collected data fiom documentary, researches, and related theories, Tools used to collect the data were survey, observation, lnterview' group discussion' and workshop. The study's content was determined in regards ro its purposes. The srudy pe od was set from December 2OO? to December 2009. The study area was Hattyai district, songkhla province. The quanritative research methodology was used to co ect the statistical data of the satisfaction from rhe samplings by the structured questionnaires, and the qualitative research methodology was used to collect the data by interviewing related population and samplings. There were arrangements to collect the data: group discussion to exchange opinion; workshop; testing and evaluating to fnd out agreemenr; and presenting results descriptively.
           The results revealed the followings. 1) There were 2 parts of the tourists' satisfaction toward the location and place arrangement in the music service provision of thc tourism industry of Hanyai disfict, Songkhla province: (1) the 6rst part showed that most of the tourists were male at the age between 31-40 with 15,000*20,000 baht income, graduated with bachelor's degree, owning thcir own business, and single in status. They had satisfaction toward the location arrangement as a whole at a high level, They had agreed that the price, cleanness of the location and place! good scrvice, and safety met the standard effectively. They nrentioned to come back again. (2) The second part was the guideline in development which included setting service standard, detemining entertainment place standard' creating index framework of the entenainment place standard, and establishing cooperation agreement. Pafiicipation ofrhe community must be based in safety, and rhat nceded to avoid irritation of customers and neighborhood. The guidelinc should strictly tbllow the Entenainment spor Act of 1998.
             2) The sarisfaction of the tourists toward the peopte involved with the music service provision could bc divided into 2 parts as follows: (1) this pan showed thar tbe tourists had satisfaction toward the waiters' service in the place in almost every aspect at a high level, because most ofthe entertainment placcs frstly focused on services to cuslomers, They also had a high level of satisfaction to\aard marketing promotion as a whole. (2) There were guidelines esrablished at this state as follows : training center and club should be initiated to produc€ the identity in rhe career; raising funds fbr the careers; sefting up the service stmdard; determining and intemationalizing the service standard in 5 levels; creating the uniforms; and organizing fbreign language training courses, And 3) there were 2 parts of thc tourists' satisfaction toward the music service provision: (1) the tourists had satisfaction toward the music se*ice provision at a high level, because they had set their minds to come to relax  the mselves rather than to eat or drink ; and (2) there should be guidelines established as follows : training courses and clubs to create the identity to operate the careers effectively; raising the careerfunds in the operative form; building the music career network; setting up the uniform; organizingmore than 2 languages training courses; building up a customer canter coordinating between the service provider and the customers; planning for tourism marketing strategies; initiating supporting activities along with the project called 'Travel Around Thailand: Hattyai, ; organizing music contests and concerts;settingupthemusicperformancestandard;establishingamusiccounselingcenterintourism areas; establishing a music organization or association; encouraging owners to study moreabout administrating and managing the music business; dividingmusic genr€s; and developing curriculum and study 6elds relatingtothe entenainmenl business in order to make the business havedesirable properties.