The Relationship between Mix Services Marketing and Thai Tourists’ Satisfaction toward the Natural Attractions in Udon Thani Province

Abstract

This research aimed to study the relationship between mix services marketing and Thai tourists’ satisfaction toward the natural attractions in Udon Thani Province. The research was quantitative research. This study collected data by using a questionnaire that surveyed Thai tourists travelling to Udon Thani Province. The whole confidence value was equal to 0.779. It was a metric model with 5 levels, arranged in ascending order. The sample group consisted of 384 tourists who traveled to natural attractions in Udon Thani Province. After collecting the data, the researcher received a return questionnaire of 361 samples, representing 94.01 percent. The analysis was done by applying descriptive statistics analysis, consisting of mean and standard deviation to study the level of variables and cited statistics, correlating analysis to test the relationship between variables. The findings were as follows: in the relationship between mix services marketing and Thai tourists’ satisfaction toward the natural attractions in Udon Thani Province, the overall image of 7 aspects was satisfied at a high level. Udon Thani Province had a potential tourist attraction that could accommodate tourists traveling into the tourist area. All sectors should participate in tourism promotion in order for economic development Udon Thani Province to generate income and sustainability.