TOURISM TRANSPORTATION FACTORS AFFECTING SATISFACTION TOWARDS SERVICE QUALITY OF TOURISM BUSINESS IN SAMUT PRAKAN PROVINCE

Abstract

This research aimed at 1) comparing tourists’ satisfaction towards service quality of tourism business categorized by personal factors, 2) studying the effect of tourism’s transportation on service quality of tourism business and 3) studying relationship between tourism’s transportation and service quality of tourism business in Samut Prakan Province. The samples were 332 tourists touring in Samut Prakan Province. The questionnaire was used as data collection tool. Data analysis employed frequency, percentage, mean, standard deviation, independent sample t-test, One-way ANOVA, multiple regression analysis, and Pearson correlation.

The study resulted that difference in gender, age, marital status, education level, and career affected indifferent tourist’s satisfaction toward service quality of tourism business. Tourism’s transportation factors including environmental friendly product utilization, service care, contact convenience, service time period, and food and beverage provision in the vehicles affected tourist’s satisfaction toward service quality of tourism business. Finally, tourism’s transportation in terms of contact convenience, service care, food and beverage provision in the vehicles, service time period, and environmental friendly product utilization had relationship with service quality of tourism business in Samut Prakan Province at the significant level as of 0.05.