The Component of Potential of Tourist Attractions in Phatthalung Province

Abstract

          This research aimed 1) to study the components of tourist destinations in Phatthalung Province and 2) to examine the demographic characteristics influencing the components of tourist destinations in Phatthalung Province. The study employed a quantitative research approach, gathering data through questionnaires from 400 Thai tourists visiting Khuan Khanun District, Mueang District, Pa Phayom District, and Khao Chai Son District in Phatthalung Province. Data analysis was conducted using both descriptive and inferential statistical methods.

          The research findings indicated that Phatthalung Province scored highest in overall tourist destination components (the 10 A's), including tourist attractions (X̅=4.40, SD=0.54), tourist attraction atmosphere (X̅=4.32, SD=0.59), friendliness of local people (X̅=4.32, SD=0.59), tourist activities (X̅=4.31, SD=0.61), accommodation (X̅=4.30, SD=0.57), facilities (X̅=4.24, SD=0.62), and accessibility (X̅=4.23, SD=0.57). Furthermore, tourists with different demographic characteristics showed similar levels of opinion regarding the components of tourist attractions (the 10 A's). This research can be utilized by relevant agencies to develop tourism strategies that align with the current needs of tourists