ปัจจัยด้านพฤติกรรมและความพึงพอใจของนักท่องเที่ยวชาวไทยที่มีอิทธิพลต่อแนวโน้มการกลับมาเที่ยวซ้ำยังแหล่งท่องเที่ยวในจังหวัดสงขลา

Abstract

The purpose of this research is (1) to study repeat visitation behaviour and satisfaction of Thai tourists; (2) to compare the mean score differences of the tourist behaviour based on revisit intention factors; and (3) to investigate the most influential satisfaction factor affecting revisit intention. Overall, 402 valid responses of self-administered questionnaires were received for the survey study. The data collected was analyzed using frequency, percentage, mean score, standard deviation, t-test, one-way ANOVA and multiple regression analysis. The research found that the majority of the tourists came from Southern Thailand, visited Songkhla province more than 5 times before, and traveled as a one-day trip. Out of all the variables, the results showed that tourists reported the most satisfaction factor was the environment in the aspect of the beauty of the attractions, and the least satisfaction aspect was a variety of activities. The second satisfaction factor was facilities. The tourists were most satisfied with the adequacy of food and beverage stores, and least satisfied with the free Internet at the attractions. The overall of the most influential factor affecting Thai tourists' intention to revisit and recommend Songkhla province was security.