Satisfaction of tourists toward coffee shops in Muang Suphanburi

Authors

  • Kantaphon Amornmekpong Kasetsart University
  • Chayakorn Jewtrakul Kasetsart University
  • Wasan Yongpisanpop Kasetsart University
  • SAOWAKON BOONSOMTOB Kasetsart University
  • Sirikarn Thongpoon Kasetsart University

Keywords:

satisfaction, behavior, coffee shop

Abstract

           The purposes of this research were; to study tourist behavior and the satisfaction of tourists towards coffee shops in Muang, Suphanburi province. The samples required in this research were 400 groups of Thai tourists by purposive sampling and used the complete questionnaire as the tool of the research. The statistical methods were frequent distribution, percentage, standard deviation, t-test statistic value, and one-way ANOVA. The research found that the majority of tourists are females aged 20–30 who are single, have bachelor's degrees, and are students with an income rate below 10,000 baht. Most tourists visit coffee shops 2-4 times per month, usually with close friends or old acquaintances, during the midday hours. Their main purposes are drinking coffee and other activities. The tourists expressed high levels of satisfaction with coffee shops in Muang, Suphanburi, both in the overall image and in specific aspects including products, price, distribution channel, personnel, service procedure, and environment. Demographic features of tourists, such as sex, age, education, career, and income rate, are related to the satisfaction of tourists towards coffee shops, with a significance level of 0.05.

 

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Published

2024-06-26