PERCEPTION OF THAI TOURISTS IN IMAGE OF TRANG PROVINCE AFFECTING THE REVISITATION

Abstract

The objectives of this research were to study (1) the perception of Thai tourists in Image of Trang province, (2) the revisitation to Trang province of Thai tourists, and (3) the perception of Thai tourists in Image of Trang province affecting the revisitation. The sample group was 400 Thai tourists who visited Trang province at least once. This research was a quantitative research by collecting data from questionnaires. The data were analyzed by frequency, percentage, mean, standard deviation and multiple regression analysis.

The results showed that (1) Thai tourists perceived in overall image of Trang province at high level ( = 4.14). Local food and archaeological sites had the highest mean (= 4.20), followed by relaxation and service quality (= 4.19), tourist attractions and value (= 4.10) and reputation and word of mouth ( = 4.08), respectively. (2) Thai tourists have a tendency to revisit Trang in overall at a high level (=4.16). Trang province being the most important choice for future travel with the highest average (= 4.48), followed by impression of visiting Trang province (= 4.17), recommend people to know about travel in Trang (=4.07), want to share experience of traveling in Trang to others ( = 4.06) and intend to come back Trang again when have chance (= 4.04), respectively. (3) Factors of tourist attractions and value, relaxation and service quality, ​​local food and archaeological site affecting the revisitation of Thai tourists about local food and archaeological site was the most important (Beta =.565), followed by relaxation and service quality, tourist attractions and value, respectively.