ความสัมพันธ์ระหว่างความพึงพอใจและการเดินทางกลับมาเที่ยวซ้ำของนักท่องเที่ยวชาวไทยในอุทยานแห่งชาติแจ้ซ้อน จังหวัดลำปาง

Abstract

The objective of this research is study relationship between a satisfaction and return visit again of Thai traveler at Chaeson National Park, Lampang Province. The data was collected 400 samples by using questionnaire. The data analysis was applied descriptive statistics and Bivariate Probit model. The result shows that most Thai traveler was females more than males ;except ages 21 - 30 years old, most of them were married, bachelor’s degree, student, average income is 10,000฿, and domicile in Lampang province. The main propose of travel is recreation. The source of finding attractions is friend. The accommodation is resorts. A person that traveling with is a friend. A trip is travel via personal car. A frequency of travel is 1-2 time. Duration of the trip is 1 day. The expend on trip not more than 1000฿. The most of traveler are satisfaction and return visit again. The analysis with Bivariate Probit model is study Independent variables which affect to satisfaction and return visit again of traveler. The test of rho=0.732 that means satisfaction and return visit again of traveler have high relationship in the same direction significantly. And factor affect relationship at Significant level 0.05 In case of satisfaction are expend on trip, placement-channel of distribution and personal factor, case of return visit again of traveler are expend on trip and less than a Bachelor’s degree.