พฤติกรรมและความพึงพอใจของนักท่องเที่ยวชาวไทย ในการเลือกซื้อเสื้อผ้าที่ถนนคนเดินท่าแพ อำเภอเมืองเชียงใหม่ จังหวัดเชียงใหม่

Abstract

The objective of this study was to investigate “Behavior and Satisfaction of Thai Tourists in Purchasing Garments at the Tha-Phae Walking Street, Mueang Chiang Mai District, Chiang Mai Province” by using a questionnaire as a tool for data collection from 300 Thai tourists and analyzing it with descriptive statistics, frequency, percentile and the Likert Scale for weighing the significance of their satisfaction. It was found that the sample group of tourists were mostly female, single, 35 years old on average with an undergraduate education, conducting a private business or they were employees of a state enterprise, having a salary per month of 10,001 – 20,000 Baht and they were residents of Bankgok. Most of them visited the Tha-Phae Walking Street in order to look around and do shopping. They visited the site about two times on average and spend about two hours strolling around with their family members/relatives. The majority of them searched for information about the Walking Street via the Internet and websites. Most of them had the goal of shopping for clothing for themselves and the popular kinds of clothing were silk-screened T-shirts followed by local style clothes and hand painted T-shirts respectively. The average purchase was three items per tourist with about 1,249 Baht of expensed per person. The sources of information about clothing at the Tha-Phae Walking Street were the Internet and websites as well as recommendations from relatives and friends.

The sample group’s satisfaction with their choices of clothing purchases at the Tha-Phae Walking Street was at a high level. The number one rank was its being worthy of their money and the second rank was the friendliness or hospitality of vendors whereas the third rank of satisfaction was the uniqueness of the garments or clothing items available at Tha-Phae Walking Street.