The study of tourist attraction elements on the satisfaction of behavior and consumption of tourists in Sukhothai Province.

Abstract

This research aimed to study the factors of perceived value about elements of tourist attractions affecting the behavioral and consumer satisfaction of tourists in Sukhothai Province and to develop the proposal to improve the perceived factor of the value elements of the tourist attraction to affect the behavioral and consumer satisfaction of tourists visiting Sukhothai Province. The research was conducted by the researchers choosing to collect data from male and female tourists aged was over 20 years old from April until June 2020. The total was 398 samples using questionnaires as a tool for data collection. The researcher used described statistics to find the mean and standard deviation. The results of the research on service quality found that the perceived factor of the elemental value of attraction was 4.17 on average. The perceived factor of the value of tourist attractions in terms of access to tourist attractions had an average of 3.96. The factor of the perceived value of elements of tourist attractions in terms of the pleasure from tourist attractions was 3.90. The factor of the perceived value of tourist attractions was in terms of additional services that tourists should receive, and it’s an average of 3.91. The total mean was 3.98. The others of satisfaction were the average of life and property safety to be 3.96. The average of Natural attract was 4.19. The average cultural attraction was 4.18. The average of consumable items such as food average was 4.11, and the average tourist attraction quality average was 4.08. It's all about the total average was 4.10 that summarized the satisfaction was high.