พฤติกรรมและความพึงพอใจของนักท่องเที่ยวชาวไทยที่มีต่อตลาดน้ำคลองแดน อำเภอระโนด จังหวัดสงขลา (Thai Tourists’ Behavior and Satisfaction with Klongdaen Floating Market, Ranote District, Songkhla Province)

Abstract

This study aims to investigate behaviors and satisfaction of Thai tourists with Khlongdaen Floating Market, to compare the satisfaction levels of Thai tourists with different demographic characteristics, and to explore guidelines for organizing the tourism activities that are aligned with the needs of Thai tourists. This research deploys the mixed-method, which includes quantitative and qualitative research methodologies. The results of this study are presented with descriptive statistics. It is founded that most of tourists are residents and local tourists from surrounding areas. The main purpose is for leisure and recreation. The majority of tourists are satisfied with the tourist attraction at the highest level, with the overall rating mean of 4.37. The correlation tests of the association between the variables show that occupation and income correlate with tourist’s behaviors. The behaviors and trip companion selection correlate with satisfaction with marketing mix factors in all aspects at the significance levels of 0.10, 0.05 and 0.01. Moreover, the main guideline for tourism destination development includes physical improvement, facility enhancement and creating activities for tourists to participate with local community in order to enhance their impression with the tourist attraction.