Thai Tourists’ Satisfaction towards Ecotourism Management of Kiriwong Community, Lan Ska District, Nakhon Si Thammarat Province

Abstract

The objectives of this research were to study and compare the satisfaction of Thai tourists towards
ecotourism management of Kiriwong community, Lan Ska district, Nakhon Si Thammarat province. The
questionnaire was used to collect data from 400 Thai tourists. Data were analyzed using descriptive statistics
such as frequency, percentage, mean, and standard deviation and inferential statistics for hypothesis
testing using t-test and F-test.
The results showed that more than half of respondents were female (52.75%) age between 21-30
year old (52.75%) and graduated bachelor’s degree (56.50%). Most of the respondents were a student
(37.00%), lived in the South of Thailand (50.75%) and average monthly income 10,001-15,000 Baht (28.50%).

Almost traveling for leisure (74.25%), visited this area because of the natural tourist attraction (49.25%)
and traveling holiday Saturday – Sunday (45.20%). The satisfaction of respondents towards ecotourism
management at a high level ( =3.91). When considering each item found that all items were high-level
sort by descending as follows: accessibility, scenic attraction, activities, staff, participation, accommodation,
conservation, gift/souvenir, food and beverages and channels of information ( = 4.26, 4.17, 4.09, 3.96,
3.86. 3.83, 3.81, 3.80, 3.75 and 3.57, respectively). Comparison of Thai tourist’s satisfaction towards
ecotourism management of Kiriwong community classified by personal factors, it was found that only
monthly income variable showed statistically significant difference (p<0.01).