Behavior and Satisfaction of Tourists Visiting Songkhal Old Town
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Abstract
This research aims to study the behavior and satisfaction of tourists visiting the old town area of Songkhla Province. A questionnaire was used as a tool to collect data from a group of 115 tourists who visited the old town area of Songkhla, utilizing a random sampling technique. The statistics used for data analysis include percentages, means, and standard deviations. The data collection period was from January to March 2024, theories were used to analyze the research results. The theories employed include demographic theory, tourist satisfaction theory, and tourist behavior theory.
The research findings reveal that 1) the behavior of tourists visiting the old town area of Songkhla province shows that most tourists learn about attractions through the internet. First-time visitors primarily aim to take photographs and tend to travel by private car. This trip is often made with friends, with a budget of less than 5,000 baht, and travel typically occurs from Monday to Friday. 2) The satisfaction of tourists in the old town area of Songkhla province is influenced by five key factors related to tourism in the area, which overall are rated at a very high level. These factors include attractions, accessibility to tourist sites, service quality, tourism activities, and facilities.
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