a study of motivations and satisfactions influencing tourists’ repeat visits: a case study at sichon district, nakhon si thammarat province

Abstract

     The objectives of this research were to study 1) demographic characteristics of tourists traveling to Sichon District, Nakhon Si Thammarat Province; 2) motivations of tourists traveling to Sichon District Nakhon Si Thammarat Province; 3) satisfactions of tourists traveling to Sichon District; and 4) satisfactions influencing the intention of revisiting tourists in Sichon District, Nakhon Si Thammarat Province. Population was the Thai tourists traveling to Sichon District, Nakhon Si Thammarat Province, and spending at least one night's overnight stay; the sample size consisted of 398 members by an accidental method. The research tool was a questionnaire. The results of the study showed that 1) the motivation of tourists traveling to Sichon District, Nakhon Si Thammarat Province. The push factor was on average higher than the pull factor; and the most driving factor was the need for relief from stress. 2) Tourists were most satisfied with the attraction component, followed by transportations, facilities and accommodations, restaurants, and souvenir shops, respectively.3) A satisfactory factor towards accommodation components, restaurants, souvenir shops had influences on the tourists with a trend in recommending others to travel to and stay overnights for the longest trip in Sichon District, Nakhon Si Thammarat Province. As the recommendations for the tourism development at Sichon District, Nakhon Si Thammarat, most of the tourists mentioned the issues of cleanliness and maintenance for the tourist attractions.  Also, the tourists and communities should be encouraged to keep cleanliness as much as possible.