The effects of destination image on tourist satisfaction: The case of don-wai floating market in Nakhon Pathom, Thailand
Loading...
Date
2020
ISBN
Journal Title
Journal ISSN
Volume Title
Resource Type
Article
Publisher
University of Primorska
Journal Title
The effects of destination image on tourist satisfaction: The case of don-wai floating market in Nakhon Pathom, Thailand
Recommended by
Abstract
The aim of this study was to analyse the effects of a Floating Market’s destination
image on tourist satisfaction. A closed-question questionnaire was prepared drawing from the attributes that influence tourist destination satisfaction in the literature.
The sample in the study consisted of 200 tourists who visited Nakhon Pathom’s Don
Wai Floating Market in January 2018. Multiple regression analyses were applied to
empirically test the study’s four hypotheses. The results found that the uniqueness
of nature, uniqueness of history, and uniqueness of tourist products are the most
critical factors affecting the tourists’ satisfaction at the 95 percent significance level.
However, the uniqueness of architecture factor did not have a significant effect on
tourist satisfaction. The study for the first time established an empirical relationship
between the uniqueness of nature, uniqueness of history, and uniqueness of tourist
products of a floating market and tourist satisfaction with a Floating Market as a
tourist destination. These insights may help other Floating Markets to better understand the factors that influence tourist satisfaction with such facilities.