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FOREIGN TOURISTS' ATTRIBUTE SATISFACTION AND OVERALL SATISFACTION: A CASE STUDY OF THAI RESTAURANTS IN KRABI, THAILAND |
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| รหัสดีโอไอ | |
| Creator | Pajika Voravittayathorn |
| Title | FOREIGN TOURISTS' ATTRIBUTE SATISFACTION AND OVERALL SATISFACTION: A CASE STUDY OF THAI RESTAURANTS IN KRABI, THAILAND |
| Contributor | Suthawan Chirapanda |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2563 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 87-108 |
| Keyword | Restaurant attributes, Attribute satisfaction, Overall satisfaction, Thai restaurants |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | With the growth of restaurant establishments and increasing number of foreign tourists in Thailand, understanding the targeted tourist needs and satisfaction is therefore critical for successful management for all restaurants. Thus, the purposes of this research are twofold. First, the author examines the relative importance of restaurant attribute satisfaction in influencing overall satisfaction of foreign tourists with Thai restaurants in Krabi, Thailand. Secondly, using the Importance-Performance Analysis (IPA) framework, the author further assesses the specific attributes of Thai restaurants in Krabi, Thailand that are perceived by foreign tourists to be important to their satisfaction. Research results revealed a positive relationship between attribute satisfaction and overall satisfaction of foreign tourists in five dimensions including 'price and value', 'food', 'personnel', 'beverage', and 'setting'. The IPA results also illustrated that Thai restaurants in the area are generally successful in satisfying foreign tourists. The findings from this study should indeed provide greater insight into foreign tourists' attribute and overall satisfaction with Thai restaurants in Krabi, Thailand and enable restaurant organizations to better develop resource allocations, marketing strategies, and management plans to attract and retain a larger share of foreign tourists to their restaurants |
