TOURIST BEHAVIOR AND SATISFACTION OF THAI MILLENNIAL TOURISTS TO THE TOURISM IN SONGKHLA PROVINCE

Abstract

This research aims to study 1) the travel behavior of Thai Millennial tourists towards tourism in Songkhla Province. and 2) satisfaction of Thai Millennial tourists with tourism in Songkhla province. It is a quantitative research ; simple random sampling was used  385 people. A questionnaire was used as a tool to collect data. Data were analyzed using descriptive statistics by calculated as percentage, mean (x ̅ ) and standard deviation (S.D.).

            The results of the research found that: 1) The behavior of Thai Millennial tourists towards tourism in Songkhla Province: Most of them traveled with their families. Because there are many beautiful and diverse natural tourist attractions, the purpose is to relax, people involved in purchasing decisions are family members, traveling on holiday Saturday-Sunday, have a passion for natural tourist attractions, contact to purchase directly with tourist attractions. 2) The satisfaction of Thai Millennial tourists with tourism in Songkhla Province found that the tourists had the highest level of satisfaction with tourist attractions (x ̅   = 4.55, S.D.=0.74), followed by tourism and recreational activities at a high level ( x ̅  = 4.47, S.D.=0.76), Having accommodations to accommodate tourists ( x ̅   = 4.41, S.D.=0.83), Total miscellaneous services provided to tourists (x ̅  = 4.30, S.D.=0.43) and accessibility to tourist attractions ( x ̅  = 4.25, S.D.=0.22) respectively.