Behavior and Satisfaction of Tourists towards Thapae Thasap Market in Yala Province
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Abstract
Customer behaviors and satisfaction are crucial in determining business strategies. The study aims to examine tourist behavior and satisfaction concerning the Thapae Thasap Market in Yala Province. This research employs a quantitative approach, utilizing a structured questionnaire as the primary data collection instrument. The sampling method adopted is accidental sampling, targeting tourists visiting Thapae Thasap Market. A total of 400 participants were used in the surveyed. Data analysis was conducted using statistical measures, including frequency, percentage, mean, and standard deviation. The research findings show that tourists primarily travel to the market by motorcycle, accompanied by their companions. The peak visiting hours are between 4:01 PM and 6:00 PM. The primary purpose of visiting the market is to experience and buy local food. The primary motivation for visiting the market is for the its delicious food. Additionally, the majority of tourists have visited the market fewer than three times. The average expenditure per visit ranges between 101 and 200 baht. Purchasing decisions are primarily made by themselves participants. Regarding the satisfaction of tourists towards Thapae Thasap Market in Yala Province. it is found that, overall, the satisfaction level among tourists is high in every aspect. Tourists are satisfied with products for consumption ( = 3.80, S.D. = 0.93), products for use (
= 3.64, S.D. = 1.03), cultural activities and shows (
= 3.73, S.D. = 1.00), environmental management and amenities (
= 3.59, S.D. = 1.04)
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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