Behavior and satisfaction of tourists towards tourist attractions in Sangkhom District, Nong Khai Province

Abstract

This research aimed to 1) study the behavior of tourists towards tourist attractions in Sangkhom District, Nong Khai Province, and 2) study the satisfaction of tourists towards tourist attractions in Sangkhom District, Nong Khai Province. The study was conducted with 400 tourists who traveled to Sangkhom District, Nong Khai Province. The research instrument was a questionnaire with 400 sets created by the researcher. The data were collected by the researcher himself and analyzed using a social science software program using percentage, mean, and standard deviation.

The findings revealed that, first, the general demographic of the respondents indicated that most tourists visiting Amphoe Sangkhom were female, aged 20-30 years, with an associate degree/vocational diploma, and a monthly income of 10,000-20,000 baht. Second, tourist behavior towards attractions in Amphoe Sangkhom showed that tourists visited for leisure purposes, influenced by family, traveling with friends and family during weekends (Saturday-Sunday), staying overnight for one night. Most tourists visited for the first time, spent 1,000-2,000 baht, and were likely to return. The most visited location was Tharn Thong Waterfall, which was also the most favored. Third, the study of tourist satisfaction revealed that respondents were highly satisfied with the tourist attractions (𝑥̅ = 4.53), with a high level of satisfaction regarding facilities (𝑥̅ = 4.15), local residents (𝑥̅ = 4.20), and shops, restaurants, and beverages (𝑥̅ = 4.01).