THAI TOURIST SATISFACTION TOWARD MARKETING MIX OF KHIRIWONG COMMUNITY, NAKHON SI THAMMARAT PROVINCE

Abstract

This research aims to study Thai tourist satisfaction toward service marketing mix of Khiriwong Community located in Lansaka district, Nakhon Si Thammarat Province and to compare differences in tourist satisfaction based on personal factors. Quantitative research was employed. The sample consisted of 400 Thai tourists who had previously visited Khiriwong Community. Convenience sampling was employed, and data were collected using a questionnaire. Descriptive statistics, including frequency, percentage, mean, and standard deviation, were employed for data analysis, along with inferential statistics such as the t-test, one-way ANOVA. Overall, consumers’ tourist satisfaction toward service marketing mix across seven dimensions were rated high (mean = 3.68, S.D. = 0.63). Specifically, the highest-rated dimension was product (mean = 3.77, S.D. = 0.71). Hypothesis testing revealed statistically significant differences in tourist satisfaction toward service marketing mix at the 0.05 level (p ≤ .05) among tourists of different gender, ages, education levels, occupations, and income levels. The results of this study may guide business people for customer segmentation with different personal factor criteria and formulate their service marketing strategies to reach the right target for higher tourist satisfaction. This will result in repeated visit and customer loyalty.