ความพึงพอใจของนักท่องเที่ยวชาวจีนต่อการท่องเที่ยวในย่านนิมมานเหมินท์ จังหวัดเชียงใหม่

Abstract

The objective of this independent research study is to investigate the satisfaction of Chinese tourists towards tourism in Nimmanhaemin area, of Chiang Mai Province. An online questionnaire was used as the data collection tool. The sample group consisted of 400 Chinese tourists who had previously visited the Nimmanhaemin area. The study employed the 5As tourism components theory to assess tourist satisfaction, which includes five factors: accessibility, accommodation, attractions, activities, and ancillary services. The collected data were analyzed using descriptive statistics including percentages, means, and standard deviations, along with Importance-Performance Analysis (IPA), which categorizes results into four quadrants (A, B, C, D). The findings reveal that most respondents were female, aged between 21-30 years, with a bachelor's degree, single, and self-employed, earning an average monthly income of 4,000-5,000 yuan. They traveled with family and learned about the Nimmanhaemin area through WeChat application. The respondents rated the importance of all of the five factors as very high, ranked by average values as follows: accommodation, accessibility, activities, ancillary services, and attractions. In terms of satisfaction, respondents rated all five factors highly, with the following order by mean: activities, attractions, accommodation, ancillary services, and accessibility. The IPA analysis showed that accessibility and accommodation fall into Quadrant A (important to Chinese tourist satisfaction but not well-addressed). Attractions and activities are in Quadrant D (less important to satisfaction but well-addressed). Ancillary services fall into Quadrant C (less important and not well-addressed).