PHYSICAL EVIDENCE NEEDS OF THAI TOURISTS IN SELECTING RESORT SERVICE IN KRASAE SIN DISTRICT, SONGKHLA PROVINCE

Main Article Content

Panisara Kongkaew
Natnaree Smith

Abstract

The purpose of this research was 1) to study tourists' general information in selecting resort services in Krasae Sin District, Songkhla Province. 2) to study tourists' behavior in selecting resort services in Krasae Sin District, Songkhla Province and 3) to study the physical evidence needs of Thai tourists in selecting resort services in Krasae Sin District, Songkhla Province. The research instruments in this study were a survey questionnaire of 420 Thai tourists. The data was analyzed by frequency distribution, percentage, and standard deviation.


The results of the research revealed that the majority of Thai tourists were single females aged between 21 and 30 years, with bachelor’s degrees and an average monthly income of less than or equal to 15,000 baht. The majority of Thai tourists' behavior in selecting was for tourism and leisure purposes, 95.2%. They found out about the resort's information from friend recommendations or reviews on social media (Facebook, Instagram, YouTube, etc.). 83.8% Tourists often book a room via mobile phone applications and the resort website, 43.8%. Most of them were travelling by private car, 77.9%, with their family, 46.0%. The Thai tourists mostly stayed at the resorts between February and May (summer), 52.6%. The average length of stay was 2 days, 52.1%. The average resort stay frequency was 2-3 times per year, 54.8%. Three-star resorts, 40.5% with standard room accommodations averaging 1,001-2,000 Baht per night, were the most popular choice. 52.4%. The most popular activity during the stay was sightseeing and tourist attractions around the resort areas, up 55.2%. The majority of Thai tourists need physical evidence in selected resort services in Krasae Sin District, Songkhla Province, where layout and ambience are dominant.

Downloads

Download data is not yet available.

Article Details

How to Cite
Kongkaew, P. ., & Smith, N. . (2021). PHYSICAL EVIDENCE NEEDS OF THAI TOURISTS IN SELECTING RESORT SERVICE IN KRASAE SIN DISTRICT, SONGKHLA PROVINCE. Dusit Thani College Journal, 15(3), 212–227. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/253867
Section
Research Article

References

Bank of Ayudhya Public Company Limited. (2021). Business/industry trends 2019-2021. Search on 26 February 2021. Retrieved from https://www.krungsri.com/th/ research /industry/industry-outlook/Services/Hotels/IO/io-hotel-21 (In Thai).

Booking.com (Thailand) co., ltd. (2020). Booking.com Reveal the tourism statistics of the people. Thai people prefer to travel in the country to travel closer to home. Search on 23 April 2021. Retrieved from https://brandinside.asia/booking-dot-com-travel-statistic-2020/ (In Thai).

Bowornwathana, B. (2004). Theories and approaches to education of Public Administration. Chulalongkorn University.

Bunrangsee, P. and Pasunon, P. (2018). Factors affecting hotel selection of Thai tourists in Bangkok. Journal of Thonburi University, 12 [special issue], 194-205

Expedia, Group company. (2017). Expedia reveals Thailand ranks highest in the world for family travel. Search on 27 April 2021. Retrieved from https://travelblog.expedia.co.th/press/172220/ (In Thai).

Expedia, Group company. (2018). Thai people "champion of hotel/flight booking on mobile and the most travel in the region. Search on 27 April 2021. Retrieved from https://mgronline.com/business/detail/9610000043509 (In Thai).

Ipsos (Thailand) Company Limited (2020). Research results of tourists around the world still want to travel to Thailand. As for Thai tourists travel in the country. Search on 22 April 2021. Retrieved from https://www.362degree.com/2020/07/27/%E0%B8%9C%E0%B8%A5%E0%B8%A7%E0%B8%B4%E0%B8%88%E0%B8%B1%E0%B8%A2%E0%B8%99%E0%B8%B1%E0%B8%81%E0%B8%97%E0%B9%88%E0%B8%AD%E0%B8%87%E0%B9%80%E0%B8%97%E0%B8%B5%E0%B9%88%E0%B8%A2%E0%B8%A7%E0%B8%97%E0%B8%B1/ (In Thai).

Jiannantana, T. (2016). Factors affecting consumer choice decisions for Boutique hotels in Hua Hin, Thailand. An independent study, Master of Business Administration, Faculty of commerce and accountancy, Thammasat university.

Kuprachamit, M. (2015). Criterion development for making decision in choosing a private school providing more than 2 languages. Master of Business Administration Thesis Graduate School, Silpakorn University.

Limrojnukoon, P. (2017). Factors affecting Consumer of Online Travel Agencies in Thailand. An Independent Study, Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University.

Liu, P. H. E. and Tsai, M. K. (2013). Using augmented-reality-based mobile learning material in EFL English composition: An exploratory case study. British Journal of Educational Technology, 44(1), E1-E4.

Maneekhut, P. and Suthatorn, P. (2020). The Influence of Online Review on Travel Planning Behavior of Thai Generation-Y Tourists. Dusit Thani College Journal, 14(2), 590-609.

Maslow, A. H. (1954). The Instinctual Nature of Basic Needs 1. Journal of Personality, 22(3), 326–347.

Ministry of Tourism and Sports. (2021). The situation of tourism in the country by province in 2020. Search on 15 February 2021. Retrieved from https://www.mots.go.th/more_news_new.php?cid=594 (In Thai)

Montree, W. (2018). Customer Need of Physical Evidence in Organic farm Service in Maha sarakham Province. An independent study, Dusit Thani College.

Phlainoi, N. (1995) Domestic tourism behavior of Thai tourists proposed to the Tourism Authority of Thailand. Nakhon Pathom, Pattanakarn Institute Printing House ASEAN Public Health, Mahidol University.

Pinchumponsang, V. and Jantarakolica, K. (2018). Study of Decision Factors to Stay in Hotels and Resort for the gulf of Thailand's West Coast. RMUTT Global Business and Economics Review, Rajamangala University of Technology Rattanakosin. 13(2), 36-50.

Praneetham, C., Charusirichai, N., Mouepraman, A. (2019). Behavior of Thai Tourists in Selecting Accommodation in Muag District, Surat Thani Province. Journal of International School of Tourism, Surat Thani Rajabhat University, 8(1), 91-106.

Samranjai, J. (2010). Validity Measurement. Curriculum and Instruction Journal, Khon Kaen University, 4(2), 1-13.

SiteMinder Official. (2021). Site Minder reveals the top 12 hotel booking platforms that make earning the most of 2020. Search on 22 April 2021. Retrieved from

https://www.bangkokbiznews.com/news/detail/920574 (In Thai).

Silanoi, L., Bourpath, T. (2018). Tourists’ Needs Based on the Marketing Mixed Factors at the Services of Three Star-Hotels in Nakhon Si Thammarat Province, Thailand. Journal of Thai Hospitality & Tourism, 13(2), 51-65.

Sirichan, S. and Kamjai, K. (2018). Consumer behavior affecting the decision making to hostel in muang district, Chiang Mai. Journal of Interdisciplinary Tracking, Faculty of Management Science, Buriram Rajabhat University, 2(1), 10-20.

Songkhla Provincial Office. (2020). Songkhla Province information 2020. Songkhla: Strategy and Information for Provincial Development Division. (In Thai).

Suwannapirom, S. (2017). Tourists’ Behavior and Satisfaction Toward Travelling to Koh Chang, Trad Province. Panyapiwat Journal, Faculty of Management Sciences and Information Technology, Nakhon Phanom University. 9(3), 69-79.

Thongnueakhaeng, Y. (2020). Krasasin is ready to be a good host. Open the city for tourism. Search on 5 February 2021. Retrieved from https://www.77kaoded.com/news/korphai/655758. (In Thai).

Yamane, T. (1973). Statistics: An Introductory Analysis. (3rd ed.). New York: Harper and Row.

Yeh, S. S. and Huan, T. C. (2017). Assessing the impact of work environment factors on employee creative performance of fine-dining restaurants. Tourism Management, 58, 119-131.

YouGov. (2018). Asians travel with families the most, averaging 8 trips per year. Search on 23 April 2021. Retrieved from https://www.balancemag.net/11163/ (In Thai).