ปัจจัยที่ส่งผลต่อความพึงพอใจและความตั้งใจเชิงพฤติกรรมของนักท่องเที่ยวที่มาเยือนอุทยานแห่งชาติแก่งกระจาน (Factors Affecting Satisfaction and Behavioral Intention of Tourists Visiting Kaeng Krachan National Park)
Keywords:
Satisfaction, Behavioral intentions, Tourist, Kaeng Krachan National ParkAbstract
Kaeng Krachan National Park is the largest national park in Thailand. has an area covering the entire province of Phetchaburi and Prachuap Khiri Khan Province There is a rich forest. It is a forest upstream of the Phetchaburi and Pranburi rivers. And is part of the world heritage forest of the Kaeng Krachan forest group which is naturally beautiful and is a famous tourist attraction of Thailand the purpose of this research was to determine factors influencing the satisfaction and behavioral intent of tourists visiting the National Park. The researcher used a questionnaire to collect data from 430 Thai tourists who visited Kaeng Krachan National Park, including the Kaeng Krachan Dam area. Khao Panoen Thung, Ban Krang, Pa La-U and the Visitor Center Data were analyzed by percentage, mean, standard deviation statistics and causal relationship analysis of variables by influence path analysis. The results showed that tourist motivation, destination image, electronic word-of-mouth, environmental attitude and place attachment had a positive influence on tourist satisfaction. Tourist satisfaction had a positive influence on behavioral intention with statistical significance at the 0.05 level, while the perceived value of attraction as a regulator of the relationship between tourist's satisfaction and behavioral intentions showed no positive interaction between them. Kaeng Krachan National Park should focus on the part of publicize news information through the website or reviews through online channels, etc., for tourists to be satisfied with their visits.
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