The Relationship of Satisfaction and Loyalty in Sports Tourism Management of Buriram Province

Abstract

            The objectives of this mixed-method research were: 1. to study the satisfaction of tourists towards sports tourism in Buriram province; 2. to study the royalty of tourists towards sports tourism in Buriram province; 3. to study the relationship of satisfaction and loyalty of sports tourists in Buriram province; and 4. to provide guidelines for sports tourism management to build loyalty of sport tourists in Buriram province. The samples were 400 Thai tourists who traveled to Buriram province and stakeholders were interviewed. Research tools consisted of rating scale and questionnaire. Statistics used for data analysis were frequency, mean, standard deviation, and multiple correlation analysis.

            The study found that: The overall satisfaction of tourists who visited Buriram was at a high level and the overall loyalty of tourists who visited Buriram was also at a high level as well. Further, the study also showed that the overall correlation coefficient of the relationship between the satisfaction of tourists and the loyalty of sports tourists in Buriram province in 5 aspects consisted of safety, service of staffs, service process, facilities, and service outcomes was positively at a high level (r = 0.736) with a statistical significance at the 0.05 level. Owing to guidelines for the development of the sports tourism industry, there should be cooperation between the public, private, and community sectors under the efficient operation of all sectors through the central information system according to the relevant laws. Buriram should be a target city for tourists to visit for both national and international football and racing.