Improvement of Khao Hin Lek Fai tourist attraction of Hua Hin Municipality Prachuap Khiri Khan Province

Abstract

This research aimed: 1) to study expectations and perceptions of people in improving the Khao Hin Lek Fai Tourist Attraction, 2) to analyze Priority Needs Index (PNI) in studying the expectations and perceptions of people in improving the Khao Hin Lek Fai Tourist Attraction, and 3) to propose guidelines in improving the Khao Hin Lek Fai Tourist Attraction of Hua Hin Municipality, Hua Hin District, Prachuap Khiri Khan Province, Thailand. This was the quantitative research, which the sampling group was the people in the area of Hua Hin Municipality calculated by Taro Yamane’s Formula at 95% confidence with a total of 397 people. The research tools were a questionnaire and the statistics used for analyzing the data were percentage, mean, standard deviation and Modified PNI (PNI _modified).

          The results were found as the followings.

1. The expectations and perceptions of people in improving the Khao Hin Lek Fai Tourist Attraction comprised 6 components: 1) context of the tourist attraction, 2) safety, 3) personnel, 4) process, 5) community product, and 6) sale promotion. Overall, the expectation was at high level but the perception was at medium level.


2. The overall PNI _modified in studying the expectations and perceptions of people in improving the Khao Hin Lek Fai Tourist Attraction was ค่า PNI _modified =0.834 However, the PNI _modified in each component were higher than the overall PNI _modified, comprising the safety, consecutively by the community product and the sale promotion.


3. The guidelines in improving the Khao Hin Lek Fai Tourist Attraction of: 1) the safety 2) the community product 3) the sale promotion