Tourists Behavior and Satisfaction: A Case of Tourists Stayed at XYZ Resort in Kanchanaburi Province during the Coronavirus (Covid-19) Pandemic

Abstract

The research objectives were: 1) to study the accommodation selection behavior of tourists staying at XYZ Resort in Kanchanaburi Province during the coronavirus (Covid-19) pandemic and 2) to study the satisfaction of tourists stayed at XYZ Resort in Kanchanaburi Province during the coronavirus (Covid-19) pandemic by using the concept of service marketing mix. Quantitative research was used as research design. The research instrument was a questionnaire. Data were collected from 336 tourists who stayed at XYZ Resort in Kanchanaburi Province. The data were analyzed by using frequency, percentage, mean, standard deviation, and content analysis. The results showed that 1) tourists chose to stay in fan rooms with total expenditure less than 2,000 Baht. The accommodation was booked through XYZ Resort’s Facebook. Majority of tourists was group of friends 2) the satisfaction of tourists who stayed at XYZ Resort in Kanchanaburi Province were at a moderate level. When considering each of the aspects, including the staff, physical evidence, processes, and price, the satisfaction was at a high level, while place and promotion, the satisfaction was at a moderate level. The results of this research are to suggest the accommodation service providers to improve the business plan that matches with the tourists and to provide them the satisfaction guideline.