The Thai tourists satisfaction visiting Khon Kaen Zoo, Khon Kaen province

Main Article Content

Charin Phakpapai
Nattapong Chaisaengpratheep


          The aims of this quantitative research were 1) to study the personal factors of tourists visiting Khon Kaen Zoo and 2) to study the satisfaction of tourists visiting Khon Kaen Zoo in Khon Kaen province. The research tool were questionnaires with a sample of 305 people using G*Power program and randomly selected by accidental sampling. Data analysis was performed using descriptive statistics such as percentage, mean, and standard deviation and inferential statistics such as t-test and one-way ANOVA. The personal factor study of tourists visiting Khon Kaen Zoo in Khon Kaen province, revealed that most of them are female, aged 20-39 years, secondary education, career as a student, the average monthly income is less than 15,000 baht. The purpose of visiting the Khon Kaen Zoo was for relaxation. The tourists travelled with family or relatives by personal cars in the weekend, knew information from word of mouth, and most of them visited here for the first time. The satisfaction of tourists with the Khon Kaen Zoo overall was at high level. The attraction had the highest average. The highest average value was riding the tram to see the animals with tour guides and walking to the zoo in different zones such as the kingdom of birds, bears, buffaloes, tigers, deer etc. The second-high average value were the sign showing the species name, which was clear. The third were the atmosphere of the view in the shady zoo. The last were the atmosphere of Khao San Kwang field. Hypothesis test results showed that, Thai tourists with different gender, age, education level, occupation, and income, had satisfaction when visiting the Khon Kaen Zoo in Khon Kaen province, overall and each aspect indifferently, therefore rejecting the hypothesis.


Download data is not yet available.

Article Details

บทความวิจัย (Research article)


Aaker, D. A. (2001). Strategic market management (6th ed.). New York: John Wiley & Sons.

Andrianto, T., & Sugiama, A. (2016). The analysis of potential 4A's tourism component in the Selasari rural tourism, Pangandaran, West Java. Asia Tourism Forum 2016 – The 12th Biennial Conference of Hospitality and Tourism Industry in Asia (ATF-16) (pp. 138-144). Bandung, West Java, Indonesia: Bandung Institute of Tourism.

Ballantyne, R., Packer, J., Hughes, K., & Dierking, L. (2008). Conservation learning in wildlife tourism settings: lessons from research in zoos and aquariums. Environmental Education Research, 13(3), 367-383.

Barbeitos, I., Oom do Valle, P., Guerreiro, M., & Mendes, J. (2014). Visitors’ motivations, satisfaction and loyalty towards Castro Marim Medieval fair. Journal of Spatial and Organizational Dynamics, 2(1), 89-104.

Beri, V., Tranent, A., & Abelson, P. (2010). The economic and social contribution of the zoological industry in Australia. International Zoo Yearbook, 44, 192-200.

Cain, L., & Meritt, D. (2007). The demand for zoos and aquariums. Tourism Review International, 11, 295-306.

Carr, N., & Cohen, S. (2011). The public face of zoos: Images of entertainment, education and conservation. Anthrozoos: A multidisciplinary. Journal of The Interactions of People & Animals, 24, 175-189.

Cooper, C. Cs. (2000). Tourism: principles and practice (2nd Ed.). England: Longman.

Davey, G. (2007). Visitors’ effects on the welfare of animals in the zoo: A review. Journal of Applied Animal Welfare Science, 10(2), 169-183.

Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2, 3-12.

Fernandez, E., Tamborski, M., Pickens, S., & Timberlake, W. (2009). Animal–visitor interactions in the modern zoo: Conflicts and interventions. Applied Animal Behaviour Science, 120, 1-8.

Hosey, G., Melfi, V., & Pankhurst, S. (2009). Zoo animals: Behaviour, management, and welfare (2nd ed.). New York, USA: Oxford University Press.

Izogo, E. E. (2013). Determining the impact of service quality on customer satisfaction and loyalty: a study of automobile repair services sector in Ebonyi State (Master’s thesis). Ebonyi State University, Abakaliki, Nigeria.

Jankingthong, W. (2016). The Thai tourist satisfaction toward Khao Pu - Khao Ya National Park, Phatthalung province. University of the Thai Chamber of Commerce. Journal, Humanity and Social Sciences, 35(1), 39-49. (in Thai)

Jordaan, Y., & du Plessis, G. M. (2014). Motivators to visit the national zoological gardens of South Africa. African Journal of Hospitality, Tourism and Leisure, 3(1), 1-13.

Khon Kaen Zoo. (2016). History. Retrieved 14 January 2020, from

Kotler, P., & Kevin L. K. (2016). Marketing Management (15th ed.). Harlow, UK: Pearson Education.

Li, Y., Hu, C., Huang, C., & Duan, L. (2017). The concept of smart tourism in the context of tourism information services. Tourism Management, 58, 293-300.

Ministry of Tourism and Sports. (2020). Tourism statistics in 2019. Retrieved 14 January 2020, from (in Thai)

Ngarmsriwiset, P. (2012). Service marketing mixes factors affecting to touring behavior of tourists at Dusit zoo and Safari world (Master’s thesis). Srinakharinwirot University, Bangkok. (in Thai)

Ogunjinmi, A. A., Oniya, B. J. & Oboh, B. (2017). Assessment of visitors’ profiles, motivation and awareness of safety rules in Zoos in South-Western Nigeria. Applied Tropical Agriculture. 22(1), 78-85.

Özturk, H. (2017). Determination of the people’s satisfaction who go to the zoo for recreational activity. The Online Journal of Recreation and Sport, 6(4), 44-59.

Queiroz, M. B., & Young, R. J. (2018). The different physical and behavioural characteristics of zoo mammals that influence their response to visitors. Animals, 8(8), 139.

Saengpong, S. (2017). Tourist satisfaction with the visit of Khao Kheow Open Zoo in Chonburi province. Journal of Public Administration and Politics, 6(2), 99-133. (in Thai)

Sangkapan, J., Boonprakarn, K., Wangbenmat, C., Remegio, K., & Atimatmaitree, A. (2016). Tourist satisfaction towards Klong Hae Floating Market, Hat Yai district, Songkhla province. Journal of Management Sciences, 33(1), 25-50. (in Thai)

Sarker, M. M. A. H., Aimin, W., & Begum, S. (2012). Investigating the impact of marketing mix elements on tourists‘ satisfaction: An empirical study on east lake. European Journal of Business and Management, 4(7), 273-282.

Srisathitnarakun, B. (2020). Research methods in nursing (5th ed.). Bangkok: U & I Intermedia. (in Thai)

Suksanchananun, W. (2016). Tourists’ expectation and satisfaction of home stay services at Koh-Yor. WMS Journal of Management Walailak University, 5(1), 60-73.

Suriyasupapong, S. (2015). Guidelines for tourism development in Khon Kaen zoo, Khaosuankwang district, Khon Kaen province (Master’s thesis). Khon Kaen University, Khon Kaen. (in Thai)

Tanitnon, M. (2017). A study of motivations and satisfaction of Thai tourists visiting Baan Bang Khen (Master’s thesis). Bangkok University, Bangkok. (in Thai)

Tassamalee, P., & Thunmathiwat, D. P. (2019). Satisfaction of young smart farmer towards the new agricultural entrepreneurs training course in Bangkok. King Mongkut's Agricultural Journal, 37(4), 627-634. (in Thai)

Tirakanan, S. (2014). Research methods in social science: A guide to practice. Bangkok: Chulalongkorn University press. (in Thai)

Tomas, S. R., & Saltmarsh, A. (2012). An evaluation of the relationship between visitor’s perceptions of service performance and on-site destination image. In N. Davis & R. Baker (Eds.), Annual Conference Proceedings on Research and Academic Papers: Sustainable Education in Travel and Tourism. 31st Annual ISTTE Conference (pp. 208-212). Freiburg, Germany: ISTTE.

Turley, S. (2001). Children and the demand for recreational experiences: The case of zoos. Leisure Studies, 20, 1-18.

Vroom, V. (1964). Expectancy theory. New York: Work and motivation.

World Association of Zoos and Aquariums. (2005). Building a future for wildlife: The world zoo and aquarium conservation strategy. Bern: WAZA Executive Office.

Zeithaml, V., Wilson, A., Bitner, M. J., & Gremler, D. D. (2016). Services marketing: Integrating customer focus across the firm. Boston: McGraw-Hill.