TOURIST SATISFACTION WITH THE VISIT OF KHAO KHEOW OPEN ZOO IN CHON BURI PROVINCE

Abstract

The purpose of this study was to examine tourist behavior, the level of tourist satisfaction, and tourist needs when visiting Khao Kheow Open Zoo, including to compare the level of tourists’ satisfaction toward Khao Kheow Open Zoo. A sample of 400 cases were drawn from tourists using services at Khao Kheow Open Zoo, and selected by the quota sampling technique. The instrument used to collect the data was a questionnaire. The statistical hypothesis tests were Independent sample t-test and One-way ANOVA. To test the differences between pairs, the Least Significant Difference test (LSD) was administered.

The results of the study revealed that the majority of the tourists had visited Khao Kheow Open Zoo 2-3 times with family members using private automobiles. They usually took a one-day trip during the weekend. Their main purpose in visiting the zoo was to relax and entertain themselves; the tourists obtained information about the zoo from related websites. They usually attended an elephant show and were impressed with animal-feeding shows. The tourists were satisfied with Khao Kheow Open Zoo at a high level. Regarding their needs, there should be improvement of the routes to Khao Kheow Open Zoo. In addition, the majority of tourists assured they would revisit the zoo in the future. Finally, there were statistically significant differences in the level of satisfaction with Khao Kheow Open Zoo among tourists who used different types of transport to the zoo, and the numbers and periods of visiting the zoo, when the level of statistical significance was set at .05.