Main Article Content
This research aims to evaluate tourist guide potentials in Satun Province and to propose guidelines for the development of tourist guide potential in Satun Province. This study was quantitative method research. Data were collected through 400 questionnaires from Thai and foreign tourists visiting and using a tourist guide in Satun Province. The data from the questionnaires were analyzed according to descriptive statistics such as frequency, percentage, mean, standard deviation and evaluate the tourist guide potential in Satun Province by Importance-Performance Analysis (IPA). The study found that the overall importance of tourist guide potential in Satun Province was at a high level with a mean of 3.83. The overall performance of tourist guide potential in Satun Province was at a high level with a mean of 3.53. When evaluating the tourist guide potential in Satun Province found that; The preparation of the guide before receiving and sending tourists, Practices during the full tour of various matters, At the end of the tour, the tour guide said farewell and checked the vehicle order, Skills for appropriate time management, Skills for solving immediate problems and punctuality is in Quadrant A (Concentrate Here). It is the potential that needs to be improved urgently
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