Tourist Satisfaction towards Buddhist Tour Service in Sri Lanka by Tour Eurng Luang Company Limited

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Published: Dec 14, 2016
Keywords:
tourist satisfaction ervices marketing mix Buddhist tour

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Natanuj Vanichkul
Bangkok University
Thuntuch Viphatphumiprathes
Dhurakij Pundit University

Abstract

       The objectives of this research were 1) to study the tourist satisfaction level towards Buddhist tour service in Sri Lanka provided by Tour Eurng Luang company limited; and 2) to compare the tourist satisfaction level towards Buddhist tour service in Sri Lanka provided by Tour Eurng Luang company limited, classified by personal factors. The mixed method research designed by using quantitative and qualitative methods was conducted for this study. For quantitative method, the satisfaction survey was given to 80 participants who use service of Tour Eurng Luang company limited in order to fill out their satisfaction. Regarding qualitative method, an in-depth interview with two officers of Tour Eurng Luang company limited was conducted. Descriptive statistics, independent t-test and one-way ANOVA were used to analyze the data collected.
       The results indicated that 1) Overall, the participants had a slightly high level of satisfaction (mean = 4.33, S.D. = 0.40). When considering their satisfaction classified by the services marketing mix elements, it was found that they had a high level of satisfaction in Process (mean = 4.68, S.D. = 0.49) and a slightly high level of satisfaction in 6 elements as follows : People (mean = 4.43, S.D. = 0.47), followed by Physical Evidence (mean = 4.39, S.D. = 0.44), Place or Distribution (mean = 4.24, S.D. = 0.57), Promotion (mean = 4.23, S.D. = 0.67), Product (mean = 4.17, S.D. = 0.57), and Price (mean = 4.16, S.D. = 0.62) ; 2) Overall, no significant difference was found in tourist satisfaction level with different personal factors at a statistical significance level of 0.05.Keywords : tourist satisfaction, services marketing mix, Buddhist tour

Article Details

How to Cite
Vanichkul, N., & Viphatphumiprathes, T. (2016). Tourist Satisfaction towards Buddhist Tour Service in Sri Lanka by Tour Eurng Luang Company Limited. Journal of Cultural Approach, 17(32), 17–30. Retrieved from https://so02.tci-thaijo.org/index.php/cultural_approach/article/view/72384
Issue
Vol. 17 No. 32 (2016): Journal of Cultural Approach (July - December 2016)
Section
Research Article

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