ความพึงพอใจของนักท่องเที่ยวที่มีต่อการให้บริการนำเที่ยวในประเทศอิหร่าน ของบริษัท ทัวร์เอื้องหลวง จำกัด

Abstract

The objectives of this research were 1) to study the tourist satisfaction level towards tour service in Iran by Tour Eurng Luang Company Limited; and 2) to compare the tourist satisfaction level towards tour service in Iran by Tour Eurng Luang Company Limited, classified by personal factors.  The mixed method research, using quantitative and qualitative methods, was conducted for this study. For quantitative method, the satisfaction survey was given to 109 participants who used service of Tour Eurng Luang Company Limited in order to fill out their satisfaction level.  Regarding qualitative method, an in-depth interview with three officers of Tour Eurng Luang Company Limited was conducted.  Descriptive statistics, Independent t-test and One-Way ANOVA were used to analyze the data collected.

The results indicated that 1) Overall, the participants had a slightly high level of satisfaction (Mean = 4.17, S.D. = 0.540). When considering their satisfaction classified by the services marketing mix elements, it was found that they had a high level of satisfaction in People (Mean= 4.52, S.D.= 0.602)  and a slightly high level of satisfaction in 6 elements as follows: Distribution (Mean= 4.27, S.D.= 0.702), followed by Physical Evidence (Mean= 4.26, S.D.= 0.715), Price (Mean= 4.17, S.D.= 0.691), Process (Mean= 4.14, S.D.= 0.751), Product  (Mean= 4.10, S.D.= 0.614), and Promotion (Mean= 3.89, S.D.= 0.885); 2) Overall, no significant difference was found in tourist satisfaction level with different personal factors at a statistical significance level of 0.05.