Exploratory Factor Analysis of Tourists’ Satisfaction Who Visit Wat Phra That Phanom, Nakhon Phanom

Abstract

This study aimed to evaluate the exploratory factor analysis examining the satisfaction of tourists  visiting Wat Phra That Phanom. The samplings were consisted of 384 tourists by applying the Khazanie (1996) formulaม as well as the accidental sampling. The research tools were included questionnaires evaluating tourists’ satisfaction with five ranks of Likert scale with descriptive statistics: number, percentage, mean and standard deviation. And the exploratory factor analysis (EFA) was analyzed by Principal Component Analysis and rotate the component by Varimax. The outcomes demonstrated that 1) the majority of the tourists were 20-39 years old female, marital status, bachelor's degree. They were company employees who received a salary between 15,000-30,000 baht. 2) The overall satisfaction of tourists reachedd a high level while also reached the highest level with the attractions. 3) There were five factors effecting to tourists’ satisfaction were included and 29 sub-elements that shown a cumulated variance of 70.416%. The first component was facilities which shown the greatest percentage of variance, which influenced to tourist satisfaction visiting Wat Phra That Phanom. The other four components explained the variance at 18.818%, 12.006%, 11.778% and 7.699%, respectively. The research findings contribute to marketing strategy’s formulation as for t satisfying and attracting the tourists, as well for increasing the competitive capacity of the province.