Tourism Management Components Influencing Thai Tourists Satisfaction at Samila Beach, Songkhla Province, Thailand
Keywords:
tourism elements, tourist, satisfactionAbstract
The objective of this research was to investigate the Tourism Management Components Influencing Thai Tourists’ Satisfaction at Samila Beach, Songkhla Province, Thailand. Data were collected via questionnaires from a sample of 400 Thai tourists at the destination. The data were analyzed using Multiple Regression Analysis.
The findings revealed that among the five dimensions of tourism components, four significantly influenced tourist satisfaction. The factors with a positive impact were: Activities (β = .292, t = 6.682), Services (β = .257, t = 4.694), Attractions (β = .248, t = 6.001), and Accessibility (β = .096, t = 2.364), respectively. Conversely, the Facilities dimension (β = .076, t = 1.476) was found to have no statistically significant effect on the satisfaction of Thai tourists at Samila Beach. This study contributes a novel conceptual framework, the “3 AS Model” comprising Attraction, Accessibility, Activity, and an added emphasis on Services. This finding reflects that the satisfaction of Thai tourists at Samila Beach derives from direct experiences of what they see, their travel and access, the activities undertaken, and the services received. Accordingly, the model enables the tourism management of Samila Beach to operate more effectively and to better meet the needs of its visitors.
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