A Study of Factors Related to Tourist Dissatisfaction in not Revisiting Bangkok of European Tourists

Abstract

       The purposes of this research are 1) to study factors affecting dissatisfaction with visiting Bangkok among European tourists 2) to study factors contributing to dissatisfaction among European tourists and 3) to study factors affecting dissatisfaction which influences European tourists not to revisit Bangkok. The sample size is 246 which are chosen from European tourists traveling in Bangkok. The simple random sampling by convenience is used in this study. The research instrument is English questionnaire that its Cronbach’s coefficient of reliability X is equal  to 0.852 and Y is equal to 0.880. Descriptive statistics using for data analysis are Percentage, Mean, and Standard Deviation. Meanwhile, inferential statistics are Factor Analysis, and Multiple Regression.

       The results of the study show that European tourists are not satisfied with the influence of non-return visits in most aspects of service (Beta = .254), followed by feeling of dissatisfaction influencing Do not return to visit in terms of safety and crime (Beta = .191). Unhappy feelings have an influence on non-recurrence in terms of individuals (Beta = .166) that have an influence on not returning. Repeat European tourists to Bangkok Statistically significant Therefore, From the results of the study, it can lead to suggestions for both government, private and related agencies. Supporting to increase service standards for customers to achieve greater satisfaction. These problems require improvement and development of services, including personnel development in the business line, to have potential and quality in service with international standards and maintain quality service standards. In order to attract more tourists to travel in Bangkok as for safety and crime, there should be more stringent measures to maintain security. Give confidence to tourists who are safe to not be cheated, deceived or attacked by criminals In order to create a good image for Bangkok and Thailand