The Application of Penalty-Reward Contrast Technique to Analysis Satisfaction of Visitors in Chiang Kang Walking Street, Loei Province

Abstract

This article analyzes the satisfaction structure of visitors to Chiang Khan Walking Street using a three-component analysis of consumer satisfaction. The study applies the Penalty-Reward Contrast technique and Ordinary Least Square with Bootstrapping method to analyze data sourced from a survey of 301 Thai visitors who have experienced Chiang Khan Walking Street. The findings reveal that reasonable prices, traditional wooden houses and buildings, informative signage, overall safety, effective waste management, and general cleanliness constitute the anticipated aspects for visitors exploring Chiang Khan Walking Street. In contrast, the food and beverage shops, along with the ease of traffic conditions, significantly contribute to visitors’ comprehensive satisfaction. Moreover, the overall ambiance plays a crucial role in augmenting the appeal of tourism in the Chiang Khan Walking Street vicinity, thereby granting it a competitive edge. The recommendation is to uphold justifiable price points for products and services while safeguarding the integrity of the wooden structures. This is crucial as any shortfall in meeting visitor expectations in these areas could lead to a reduction in overall satisfaction. Simultaneously, the overarching atmosphere of Chiang Khan Walking Street should be preserved to cultivate a leisurely environment conducive to strolling and sightseeing, amplifying visitor satisfaction and stimulating the area's tourism competitiveness.