A Study of the Tourism Image and Service Quality Affecting Tourism Demand in Chanthaburi Province

the Tourism Image and Service Quality Affecting Tourism Demand in Chanthaburi Province

Abstract

          The purpose of this research was to study 1. the tourism image and service quality of tourism in Chanthaburi Province, Thailand, and 2. the influence of the tourism image and service quality affecting the demand for tourism in Chanthaburi. The sample group comprised 400 Thai tourists. The tool used was a questionnaire, which was validated for its content in the service quality dimension (S-CVI = 0.84) and in the tourism image dimension (S-CVI = 0.90), as well as passed the validation check consisting of the reliability check, Cronbach's coefficient in the dimension of service quality that was 0.974, and in the dimension of the tourism image, which Cronbach's confidence coefficient was 0.973. The statistics used to analyze the data were the mean, standard deviation, one-way ANOVA, and multiple regression analysis.

         The results of the research showed that tourists agreed that tourism in Chanthaburi had a tourism image and service quality, including had a positive effect on the tourism demand in Chanthaburi Province. The issues that tourism in Chanthaburi Province should develop first is the image of tourism economics and construction tourism, and the second is the service quality in the tangibles and the reliability. Therefore, tourism-related organizations in Chanthaburi should have the policy to develop, including creating occupations and distributing income to the community, the development of tourist attractions with buildings that are difficult to find attractive and have a historical reflection, public relations information to reach more tourists, the development of safety standards in tourist attractions, etc.