Guideline to Enhance Performance Efficiency on Tourism Destination in Khanom Community, Nakhon Si Thammarat Province

Main Article Content

อรรฆพร ก๊กค้างพลู Akkhaporn Kokkhangplu
กนกกานต์ แก้วนุช Kanokkarn Kaewnuch


This study is a mix method which was conducted with the objectives 1) to compare level of importance and level of performance efficiency Khanom community tourism destination and 2) to propose performance guidelines for a tourist destination in Khanom Community, Nakhon Si Thammarat. A questionnaire was used as data collection equipment. Survey questionnaires were collected from 400 Thai tourists who had travel experience in Khanom Community, Nakhon Si Thammarat Province. The data were then analyzed with descriptive statistics Mean, Standard Deviation and interpretation. To present the result of comparison between Importance and Performance. The data were analyzed by Importance-Performance Analysis (IPA) technique. and for completeness of the contents of this study was to use qualitative research participants by In-Depth Interview to collect data from the sample. Those involved with community tourism Khanom, Khanom travel club, Operators, accommodations, restaurants and people in the community. The results showed that the level to perceived value of importance such as Attraction, Accommodation, Activities, Amenities, Accessibilities, Service were high level. Safety and Security are Highest. Level to perceived value of tourism components performance 7 Factors were high level.  The results guideline to enhance performance on tourism destination in Khanom community should be developed further include Safety and Security Amenities, Accommodation and Attraction as a first priority.

Article Details

How to Cite
Akkhaporn Kokkhangplu อ. . ก., & Kanokkarn Kaewnuch ก. . แ. (2018). Guideline to Enhance Performance Efficiency on Tourism Destination in Khanom Community, Nakhon Si Thammarat Province. Dusit Thani College Journal, 11(special), 139–157. Retrieved from
Research Article


Binnaravee, Pornsiri. (2012). Thai Tourist’s Expectation and Perception to the Torism in
Pai District, Mae Hong Son Province. Master of Arts. Dhurakij Pundit University
Chu, K. S., & Choi, T. (2000). “An importance-performance analysis of hotel selection factors
in the Hong Kong hotel industry: a comparison of business and leisure travelers.” Tourism Management, 21,(4) : 363-277.
Cochran, W. G. (1953). Sampling Techniques. New York: Wiley.
Cooper, C. (1998). Tourism Principles and Practice. Essex: Pearson Education.
Crouch, G. I., & Ritchie, B. J. (1999). “Tourism. Competitiveness, and Societal Prosperity.”
Journal of Business Research, 44,: 137-52.
DaoSuay, Jareerat. (2012). A Comparison of Satisfaction and Tourists’ Attitudes Towards Tourism Products, Attraction Image, and Their Traveling Behavior between Pattaya and Hua Hin. Journal of Thai Hospitality and Tourism. 7(2), 57-68 (July-December 2012)
Decha, Thosapol. (2010). Tourism Products, Responsible Travel Awareness and Foreign
Tourist Behavior in Greater Mekong Subregion. Master of Science Degree in Ecotourism Planning and Management. Srinakharinwirot University
Department of Tourism and Ministry of Tourism and Sports. (2015). Situation Tourist in
June 2015: Department of Tourism.
Dickman, S. (1997). Tourism: An Introductory Text. Holder Education, Rydalmere, New
South Wales.
Ennew, C. T., Reed, G. V., & Binks, M. R. (1993). “Importance-performance analysis and the
Measurement of service quality”. European journal of marketing, 27, (2) : 59-70.
Gee, Y., James, C., Deriter, J., Choy, L. (2007). Travel industry. (2nd ed.). New York: John Wiley & Sons.
Gould, P. (1969). Spatial Diffusion, Washington, American Association of Geographers.
Griffin, T., & Edwards, D. (2012). “Importance–performance analysis as a diagnostic tool for
urban Destination managers.” Anatolia: An International Journal of Tourism & Hospitality Research, 23, (1): 32–48.
Guadagnolo, F. (2011). “The Importance-performance analysis: An Evaluation and marketing
tool.” Journal of Park and Recreation Administration, 3, (2).
Handszuh, H. (1995). Tourism services under GATS. GATS implications for tourism: The general
agreement on trade in services and tourism. Seminar and conference proceedings of the World Tourism Organization. Madrid, Spain.
Hansen, W.. (1959). “How Accessibility Shapes Land Use.” Journal of the American Institute
of Planners, 25, : 73-76.
Holloway, J. C. (1998). The Business of Tourism. 5th ed. 197Harlow and New York: Addison
Wesley Longman Limited.
Inkpen, G. (1998). Information technology for travel and tourism. 2nd ed. London, Longman,
Keyt, J. C., Yavas, U., & Riecken, G. (1994). “Importance-Performance Analysis:: A Case Study in
Restaurant Positioning.” International Journal of Retail & Distribution Management, 22, (5): 35-40.
Kim, H., Cheng, C.-K., & O’Leary, J. T. (2007). “Understanding participation patterns and trends
in tourism cultural attractions.” Tourism Management, 28, 1366-1371.
Kitcharoen, K. (2004). “The importance-performance analysis of service quality in administrative departments of private universities in Thailand.”ABAC Journal, 24, (3): 20-46.
Lai, L. S. L., & To, W. M. (2010). “Importance-performance analysis for public management
decision making: An empirical study of China’s Macao special administrative region.” Management Decision, 48, (2), 277–295.
Litman, T. “Evaluating Accessibility for Transportation Planning.” Victoria Transport
Policy Institute. [On-line]. Accessed 13.02.16.
Martilla, J., & James, J. (1977). “Importance - Performance Analysis.” Journal Of Marketing,
41, (1):77-79.
Martin, D. W. (1995). “An importance/performance analysis of service providers’ perception of
quality service in the hotel industry.” Journal of Hospitality & Leisure Marketing, 3, (1): 5-17.
McIntosh, R., Goeldner, C. R., & Ritchie, B. J. (2007). Tourism: principles, practice and
Philosophies. 7th ed. New York: Johm Wiley & Sons.
Middleton, V. (1994). Marketing travel and tourism. Oxford: Butterworth-Heinemann.
Mill & Morrison. (1985). The Tourism System. New Jersey: Prentice Hall.
Ministry of Tourism and Sports. (2015). Tourism Policy. [On-line]. Available: _news.php?nid=5953. (12 September 2015)
Mongkolnchaiarunya, Jitti. (2007). Training Report, the Community Development, Hospitality Management. Tourism Development Office Ministry of Tourism and Sports.
Mourato, S., Ozdemiroglu, E., Hett, T., and Atkinson, G. (2004). “Pricing cultural heritage: A new
approach to managing ancient resources.” World Economics, 5(July – September).
Narayan, B., Rajendran, C., &Sai, L. P. (2008). “Scales to measure and benchmark service
quality in tourism industry: a second-order factor approach.” Benchmarking: An
International Journal, 15, (4): 469-493.
Niramansakul, Pichai. (2011). Thailand’s Tourism Destination’s Traveling behavior;
Information Exposure; Brand Image Perception; and Brand Equity Acceptance. Communication Arts. University of the Thai Chamber of Commerce.
Ozturk, A. B., and Qu, H. (2008). “The impact of destination images on tourists' perceived value, expectations, and loyalty.” Journal of Quality Assurance in Hospitality and Tourism. 9, (4) : 275-297.
Peter, M., Pritchard, M. P., & Smith, B. (2000). “The destination product and its impact on traveler perceptions.” Tourism Management, 21,(1): 43-52.
Pizam, A., Yoram N., & Arie, R. (1978). “Dimensions of Tourist Satisfaction with
a Destination Area.” Annals of Tourism Research, 5, (3): 314–322.
Richard, G. (2003). “Tourist's perceptions of safety and security while visiting Cape Town.” Tourism Management, 24, (5): 575-585.
Swarbrooke, J. (1995).The development and management of visitor attractions. Oxford: Buttreworth:, Heinemann.
Tangit, T. M., Kibat, S.A., & Adanan, A. (2015). “Lessons in Managing Visitors Experience: The Case of Future Music Festival Asia (FMFA) 2014 in Malaysia.” Procedia Economics and Finance, 37: 52-57.
Wade, D. J., & Eagles, P. F. (2003). “The Use of importance–performance analysis and market
Segmentation for tourism management in parks and protected areas: An Application
to Tanzania’s National Parks.” Journal of Ecotourism, 2, (3): 196-212.
Western, T. (2008). Five A's of Toursim., pp. 1-2. Australia
Wight, P. A. (1997). “Ecotourism accommodation spectrum: does supply match the demand.”
Tourism Management, 18:209.