Factors influencing foreign tourists' satisfaction with Koh Yao Noi tourism, Phang Nga Province

Abstract

This quantitative research investigates the factors influencing international tourists' satisfaction with tourism services on Koh Yao Noi, Phang Nga Province, Thailand. The study employs a comprehensive approach to examine tourist experiences through the 5A's Tourism Model, focusing on five critical dimensions: Attractions, Accessibility, Accommodation, Activities, and Amenities. The research utilized a survey methodology with a sample size of 400 international tourists, statistically determined using Yamane's formula from a population of 280,000 visitors. Data collection was conducted through structured questionnaires, with a rigorous three-step analysis process ensuring methodological precision and reliability. Key findings reveal a nuanced landscape of tourist satisfaction. Accommodation emerged as the highest-performing dimension, achieving a remarkable mean score of 4.45 out of 5, highlighting the exceptional quality of lodging options. Amenities followed closely with a strong mean score of 4.39, indicating effective supporting services. However, the study identified potential areas for strategic improvement in accessibility (mean 3.96), attractions (mean 3.90), and activities (mean 3.87). Hypothesis testing demonstrated significant variations in satisfaction levels across demographic characteristics and travel behavior factors. Gender, age, education, income, and travel experience were found to substantially influence tourists' perceptions and evaluations of the destination's tourism components. The research provides critical insights for destination managers and tourism stakeholders, offering a comprehensive understanding of international tourists' experiences on Koh Yao Noi. By identifying strengths and opportunities for enhancement, the study contributes to the strategic development of tourism services and experiences in the region.

This quantitative research investigates the factors influencing international tourists' satisfaction with tourism services on Koh Yao Noi, Phang Nga Province, Thailand. The study employs a comprehensive approach to examine tourist experiences through the 5A's Tourism Model, focusing on five critical dimensions: Attractions, Accessibility, Accommodation, Activities, and Amenities. The research utilized a survey methodology with a sample size of 400 international tourists, statistically determined using Yamane's formula from a population of 280,000 visitors. Data collection was conducted through structured questionnaires, with a rigorous three-step analysis process ensuring methodological precision and reliability. Key findings reveal a nuanced landscape of tourist satisfaction. Accommodation emerged as the highest-performing dimension, achieving a remarkable mean score of 4.45 out of 5, highlighting the exceptional quality of lodging options. Amenities followed closely with a strong mean score of 4.39, indicating effective supporting services. However, the study identified potential areas for strategic improvement in accessibility (mean 3.96), attractions (mean 3.90), and activities (mean 3.87). Hypothesis testing demonstrated significant variations in satisfaction levels across demographic characteristics and travel behavior factors. Gender, age, education, income, and travel experience were found to substantially influence tourists' perceptions and evaluations of the destination's tourism components. The research provides critical insights for destination managers and tourism stakeholders, offering a comprehensive understanding of international tourists' experiences on Koh Yao Noi. By identifying strengths and opportunities for enhancement, the study contributes to the strategic development of tourism services and experiences in the region.