Tourist Motivation and Satisfaction with Slow Food Tourism Experiences At Tai Nod Market, Khuan Khanun District, Phatthalung Province

Abstract

This quantitative research aims to 1) examine the motivation and satisfaction of tourists toward Slow Food tourism experiences at Tai Nod Market in Khuan Khanun District, Phatthalung Province, and 2) investigate the relationship between tourist motivation and satisfaction with Slow Food tourism experiences. The sample consisted of 385 tourists visiting Tai Nod Market, selected using an appropriate sampling method. A structured questionnaire was employed as the research instrument. Data was analyzed using frequency, percentage, mean, standard deviation, and hypothesis testing through Multiple Regression Analysis.

The findings revealed that 1) tourists’ motivation toward Slow Food tourism experiences—both push and pull factors—was rated at the highest level. Tourist satisfaction was also found at the highest level across five experiential dimensions: sensory experience (SENSE), emotional experience (FEEL), cognitive experience (THINK), physical, behavioral, and lifestyle experience (ACT), and social relational experience (RELATE). 2) At the 95% confidence level, both push and pull motivations were significantly related to tourist satisfaction across all experiential dimensions, including SENSE, FEEL, THINK, ACT, and RELATE. The results highlight the influential role of motivation in shaping high-quality Slow Food tourism experiences and provide insights useful for local tourism development and experience design.