The Study of Tourist Behavior and Satisfaction of Marine Tourism Activity in Phuket Province
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Abstract
This article aimed to study 1) The behavior of tourists in using Phuket marine tourism activities and 2) The satisfaction of tourists with marine tourism activities in Phuket. It is quantitative research. The methods used to collect data include questionnaires. The subjects used in the research were 388 Thai and foreign tourists who engaged in marine tourism and used marine tourism activities in Phuket. Selection using Accidental Sampling Data was analyzed using descriptive statistics, consisting of mean, percentage, frequency and standard deviation.
The research results were as follows :1) The behavior of tourists in using Phuket marine tourism activities; most of them have visited Phuket more than 3 times and some visited Phuket for the first time. Some have used Phuket marine tourism activities more than 3 times. Booking was done through a tour company. The person participating in the activity is a family member or relative. The vehicle is a rental car. Resources that inform about activities mostly are from social networks, and tourists make their own decisions and are influenced by friends. It is charged per person 4,000 baht or more. They intend to be back to use Phuket marine tourism activities. 2) Overall satisfaction with Phuket's marine tourism activities based on the marketing mix factors is moderate. When considering each aspect, High levels of satisfaction were found in distribution place, prices, and marketing promotions. Moderate satisfaction was found in the product, physical evidence and process. Low levels of satisfaction were from people giving the services.
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