ความพึงพอใจของนักท่องเที่ยวชาวไทยต่อการท่องเที่ยวในจังหวัดน่าน

Abstract

The Purpose of this study was to explore the expectations and satisfaction levels of Thai tourists who visited Nan Province. A questionnaire was employed to gather data from 400 Thai tourists who traveled to Nan Province, focusing on six keys components of tourism (6 A’s): (1) accessibility, (2) attractions, (3) amenities, (4) ancillary service, (5) accommodations, and (6) activities. The collected data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. In addition, a comparative analysis of tourists' expectations and satisfaction levels was conducted using the Importance Performance Analysis (IPA) technique. The Study revealed that the respondents to the questionnaire were Thai tourists who were visiting Nan Province. The majority of them were female, aged between 36 and 45 years, held bachelor's degrees, and worked as employees in private companies, with a monthly income of 20,001 – 30,000 baht. These tourists primarily resided in the northern region of Thailand. Their typical travel expenses to Nan Province ranged from 5,001 to 10,000 baht per trip. Most of them were visiting Nan Province for the first time and were accompanied by relatives/family members, with group sizes typically ranging from 3 to 5 people. The preferred mode of transportation to Nan Province was by plane. The main objective for visiting Nan Province was for travel/relaxation during holidays. The typical duration of their stay was 1 – 2 nights, and the majority obtained travel news/information through the internet and social media platforms. Overall, Thai tourists' expectations were at a moderate level for the following components of tourism: accessibility, accommodations, ancillary service, amenities, and activities, respectively. Meanwhile, their expectations regarding attractions were at a high level. Furthermore, Thai tourists' satisfaction was at a high level for the following components of tourism: activities, attractions, accommodations, ancillary service, amenities, and accessibility, respectively. The Comparative analysis of tourists' expectations and satisfaction, using the Importance Performance Analysis (IPA) technique, revealed sub-factors falling into Quadrant A (Concentrate Here) representing aspects where tourists had high expectations but received unsatisfactory service. The tourists considered these sub-factors as essential, but their needs were not adequately met. Hence, urgent improvement is required for these seven sub-factors: the clarity of signposts to tourist attractions along routes; the diversity of popular tourist spots such as Khuang Muang Nan Walking Street, coffee shops/cafes, rafting areas, camping sites, and natural attractions; the representation of local cultures and ways of life; the adequacy, cleanliness, and safety of public restrooms, with separated sections for men, women, and people with disabilities; the rental services for cars, motorcycles, bicycles, and so on; the availability of a tourist service center to assist visitors; and the reasonable prices of accommodations.